Arth
A client e-commerce platform merging Ayurvedic medicine with modern science
Client Project
B2C
Timeline
3 weeks (May 19 - Jun 6 2025)
Role
Product Design — UX Research, Ideation, Wireframing, Prototyping
Team
Harriet Slater, Danqing Ji, Chloe Connell
Tools
Overview
Arth is a client project for an Ayurvedic wellness brand redesigning its website to better serve health-conscious users seeking holistic health solutions. The project focuses on improving product discovery, simplifying educational content, and building trust through a clean, user-friendly interface. Through research and iterative design, the goal is to increase engagement, support informed purchasing decisions, and establish Arth as a trusted resource in the wellness space.
Design Challenge
How might we design an experience that helps users make confident, informed wellness choices with clarity and trust?
Context
A wellness brand ready to grow, but held back by its own site
The brief
Arth, an Ayurveda-inspired wellness brand, came to us with a clear goal: modernize their brand and redesign their site to better reflect their values and convert a health-conscious audience. With the build constrained to Shopify, our challenge was to achieve an elevated, trustworthy experience within the platform's boundaries, not despite them.
Solution
A wellness brand ready to grow, but held back by its own site
What we delivered
Arth is an Ayurveda-inspired wellness brand bridging ancient tradition with modern science. Every design decision was tied to a user need: simplified navigation for those who didn't know where to start, science-backed content for those who needed proof, and a personalized quiz flow for those ready to commit.
Understanding the Problem
The current site makes trust hard to earn
What we found
Analyzing the Arth website revealed critical gaps across the homepage and product pages. Unclear visual hierarchy, missing credibility signals, and inconsistent layouts left users uncertain and disengaged before they ever reached checkout.
1.0 Existing home page
1.1 Existing PLP & PDP page
Competitive Research
Trust in wellness is built through personalization, transparency, and science
How we started
To understand Arth's place in the wellness space, we analyzed RootsLab, Goop, Hims, Thesis, and Thirty Madison to identify best practices and opportunities for differentiation.
Product refill & delivery
Product refill & delivery
Personalized treatment
UGC
Physiology/Constitution quiz
Product education
Science-backed
2.0 Feature comparison across five wellness brands
Key Opportunities
Personalized Onboarding
Constitution-based quizzes could help Arth deliver tailored, Ayurveda-rooted product recommendations.
Trust Through UGC and Science
Blending user testimonials with research-backed claims builds the credibility Arth's audience expects.
Transparent Ingredients
Arth can build trust by making ingredient sourcing and efficacy part of the brand story.
Retention via Subscription
A goal-oriented subscription flow could improve retention and reinforce daily wellness habits.
Clinically Backed Claims
"Natural" alone no longer earns trust. Surfacing the science behind each product gives users confidence to buy.
Problem Statement
Trust is the missing ingredient to Arth
The challenge
Users want to trust what they're taking and understand why it works for them, but the current experience offers vague claims and no clear guidance. The result is doubt at every step of the journey.
How might we design an experience that helps users make confident, informed wellness choices with clarity and trust?
Our Goal
Redesign Arth’s website to establish a trusted, distinctive, and conversion-friendly wellness experience
What guided us
Drawing from research insights and competitive gaps, this meant reinforcing credibility, simplifying discovery, and aligning the site with how users actually browse and decide.
User Interviews
Users want proof, guidance, and a brand they can trust
How we started
We conducted 8 semi-structured interviews with health-conscious adults actively researching wellness products. Using affinity mapping, we identified four themes that directly shaped our design decisions.
Four themes shaped our design direction
Site Map
Simplifying navigation to match how users actually decide
What we built
We streamlined the primary navigation into six clear entry points, aligning it with common user decision-making flows.
Within Shop, users can browse by best sellers, benefits, product type, or curated sets. A key addition is Find Your Solution, a 5-minute quiz that personalizes onboarding and drives tailored recommendations.
3.0 Site architecture designed around user decision-making flows
Sketches
Sketching to align on structure before we built anything
Our process
We sketched six key pages independently, then aligned on a content strategy for each. The goal was to map what users needed at every stage before introducing any visual design.
4.0 Early sketches for the homepage, science page, and product listing
4.1 Early sketches for the product detail page, about page, and quiz flow
Lo-fi Wireframes
From structure to story: building the experience layer by layer
Our approach
We started content-first, ensuring key information was clearly structured before layering in Arth's personality through visual design, layout, and subtle interactions.
While the homepage prioritized storytelling, the science page focused on credibility. We structured complex topics like formulation, ingredients, and research into clear, digestible sections. Visual data and stats added weight, making the science feel both approachable and evidence-backed.
Home Page
Science Page
5.0 Homepage progression from sketch to high-fidelity, balancing clarity with brand expression
5.1 Science page progression, structuring complex content into credible, digestible sections
Usability Testing
Testing revealed what the data couldn't tell us alone
What we tested
To validate our design decisions, we ran usability testing with six participants across two tasks:
Find the Premium Gold Turmeric product page
Learn about ingredients on the Science Page
6.0 Usability results: goal completion vs. misclicks across two tasks
Task 1 achieved a 100% success rate, confirming the navigation was working. Task 2 revealed a gap: 60% reached the Science Page directly, but 40% took indirect paths, signaling the content was valuable but not discoverable enough.
We used these findings to refine navigation labels, page hierarchy, and the visibility of science-related content to make the path more intuitive.
Style Guide
Every visual decision was intentional
What we applied
Arth's visual system guided the design: soft color, serif-sans typography, and a 70/30 white space ratio. Sentence case headings with italicized prepositions ensured clarity, rhythm, and cohesion throughout.
Colors
#ECEFFF
#D9DEFF
#C6CEFF
#B3BEFF
#F6FAEC
#EDF4D8
#E5EFC5
#DCEAB2
#FFFFFF
#FAF7F2
#EFE9DC
#E5DFD2
Typography
GT Alpina Trial
Thin
Light
Regular
Medium
Semibold
Bold
ExtraBold
Black
Thin Italicized
Light Italicized
Regular Italicized
Medium Italicized
Semibold Italicized
Bold Italicized
ExtraBold Italicized
Black Italicized
DM Sans
Thin
Extra Light
Light
Regular
Medium
Semibold
Bold
ExtraBold
Black
Thin Italicized
Extra Light Italicized
Light Italicized
Regular Italicized
Medium Italicized
Semibold Italicized
Bold Italicized
ExtraBold Italicized
Black Italicized
Logos & Color Pairings
Hi-fi Prototype
See it all come together
The final prototype brings together every design decision into one cohesive experience. Navigate the flows, explore the pages, and see how research shaped the result.
Impact
From bootcamp project to real-world handoff
Client feedback
“
The final design, prototype, and deck look amazing. The attention to detail, structure, and storytelling is truly impressive. It's clear how much heart and effort went into every component.”
— Ritika Patni, Founder, Arth
Outcomes
Design approved and handed off to Arth's dev and content teams
Client initiated Figma file collaboration for implementation
Team gifted complimentary products by the client as recognition of the work
Reflection & Next Steps
Key takeaway
Working with Arth taught me that good design is as much about communication as craft. Balancing creative instincts with stakeholder expectations, learning to present rationale clearly, and advocating for users while supporting business goals were skills I hadn't fully exercised before. This project gave me a real appreciation for the messiness of client work and the confidence to navigate it.
Paths for further development
01
Deepen storytelling & brand connection
Weave real user stories and narrative-driven content throughout the experience to strengthen brand connection.
02
Strengthen trust through transparency
Expand traceability with sourcing details and ingredient explainers to help users make confident, informed decisions.
03
Broaden Testing & Refine Accessibility
Test with a wider audience and audit against WCAG standards to validate and inclusive the experience.
