Curativa Bay: Skincare E-Commerce CRO Redesign

Curativa Bay is a skincare and wellness brand built around hypochlorous acid, a science backed ingredient with real benefits for skin health. The team arrived with a clear growth problem: the store needed to explain the product faster, build trust earlier, and move more visitors toward purchase.

Audit first, not a visual refresh. I reviewed the customer journey, content hierarchy, product education, calls to action, and the specific moments where people needed reassurance before buying.

What was actually wrong. The site worked but felt fragmented. It led heavily with products while the deeper value, the science, the benefits, the use cases, the everyday reason to choose this over anything else, was hard to reach. That made the journey unintuitive and capped conversion.

Rebuilt around three priorities. Clearer education, stronger product storytelling, and a smoother path from discovery to decision. Instead of leading with products, the structure shifted to value led storytelling: an educational layer around the ingredient, benefits reframed around practical use cases, and a page flow that moves someone from learning to considering to buying.

Where AI did the work. AI assisted content was part of the workflow for exploring messaging angles, organising product education, and producing launch ready copy variations. Final content stayed human edited and brand specific. The AI made testing and restructuring the narrative fast enough to actually iterate rather than commit to the first version.

Visual direction. Clean and lightweight, drawing on wellness, nature, and clinical clarity. Generous white space, structured typography, soft imagery, and a calmer interface that matches both the packaging and the scientific positioning.

Result. An experience built for clarity and conversion, where the brand reads as a modern, science driven skincare company.

Timeline: 3 weeks. Year: 2026. I led the audit, the redesign, and the content system.