E-commerce Product Page Redesign
Willow and Finn
Improving clarity and conversion for a boutique candle brand
Willow & Fern is a UK home fragrance brand specialising in hand-poured candles. This concept redesign reworks the product page to improve hierarchy, simplify purchasing, and create a more engaging shopping experience.
UI Design | E-commerce | Conversion | Mobile Design
Overview
Project Type: Concept redesign
Platform: Shopify-style e-commerce
Focus: Product page UX/UI
Goal:
Redesign the product page to improve hierarchy, surface key information faster, and make purchase actions more intuitive.
The Problem
A UX audit of the product page revealed:
Weak visual hierarchy reduces scan-ability
“Add to Cart” lacks prominence above the fold
Key product details are buried in dense copy
Limited trust signals to support purchase decisions
Original hero and navigation above the fold on desktop.
Original hero and navigation above the fold on mobile.
Original hero and navigation above the fold on desktop.
Design Goals
Create a clearer product layout
Improve visibility of purchase actions
Make product information easier to scan
Balance aesthetics with usability
Page Structure
The layout was restructured to prioritise product imagery, pricing, and purchase actions before supporting content such as product details and reviews.
Mid-fid wireframe of hero section on desktop.
The Redesign
Prioritised product imagery and pricing
Increased visibility of the primary CTA
Added review summary for immediate trust
Above the Fold
Introduced scent note breakdowns
Added short lifestyle-focused product copy
Combined editorial styling with functional layout
Product Storytelling
Scannable Information
Reorganised content into digestible sections
Replaced dense paragraphs with structured labels
Improved readability across desktop and mobile
Added customer reviews and reassurance content
Highlighted key selling points at decision points
Surfaced delivery and returns information earlier
Trust & Conversion
Added related product recommendations
Encouraged deeper product exploration
Supported increased basket value opportunities
Upsell & Discovery
Mobile Experience
Optimised layout for vertical browsing
Added sticky “Add to Cart” functionality
Introduced collapsible content sections
Improved spacing and tap accessibility
Before & After
Captions
Clearer visual hierarchy
Stronger CTA visibility
Improved readability and navigation
Key Takeaways
Strong hierarchy improves product clarity and usability
Small UX adjustments can support conversion behaviour
Trust signals are essential within e-commerce design
Mobile-first thinking is critical for modern retail experiences
Outcome
The redesign improves content hierarchy, strengthens purchase visibility, and creates a more polished mobile shopping experience aligned with modern e-commerce standards.