Web Designer, Brand Designer
Project Overview
Better Waters, a premium water-filtration brand, needed a website refresh that reflected its clean, modern identity while improving user flow and sales performance. I led the end-to-end redesign of the Shopify site, updating the visual system, optimizing the product catalog, and building a more conversion focused homepage experience.
The new design emphasizes clarity, trust, and simplicity, spotlighting a single featured product on the homepage while allowing users to easily explore the expanded product catalog.
Highlights
✅ Added 73 new products through a custom Shopify CSV import process
✅ Sourced and optimized images for faster loading and consistent presentation
✅ Utilized Shopify metafields to link compatible systems and cartridges, improving product discovery
✅ Developed a refined color palette and cohesive visual hierarchy
✅ Redesigned homepage to highlight one featured product and guide users toward purchase
✅ Conducted a competitor pricing analysis and delivered a data-driven pricing strategy
Project Goals
Modernize the visual language and brand color palette
Improve conversion rates by simplifying homepage focus
Expand and optimize the product catalog
Streamline connections between systems and replacement cartridges
Challenges
Fragmented product data
Product details and compatibility information were stored across multiple spreadsheets, requiring manual cleanup and the creation of a unified import system using custom Shopify CSV templates.
Inconsistent imagery
Product photos varied in size, tone, and quality, making the site look disjointed. I sourced, edited, and optimized new images to achieve a consistent, professional visual standard.
Pricing strategy
Competitor pricing data was inconsistent across brands and retailers. I conducted a pricing analysis to identify gaps and delivered suggested pricing tiers that balanced competitiveness with profitability.
Process
I began by auditing the existing product data and identifying inconsistencies in naming, pricing, and imagery. Using a structured spreadsheet system, I consolidated fragmented data and built a custom Shopify import CSV to streamline catalog uploads.
To establish visual consistency, I created image templates and editing guidelines, standardizing size, tone, and background across all product photos. This ensured a polished, cohesive look that aligned with the updated brand palette.
For pricing, I conducted a competitive analysis comparing direct and indirect competitors, evaluating product tiers, and recommending a balanced pricing structure that maintained brand value while improving market competitiveness.
Throughout the process, I collaborated closely with the client to review prototypes, validate pricing recommendations, and test product linkages using metafields before launch.
Key Outcomes & Results
The redesign established a stronger, more cohesive brand presence while improving product organization and user confidence. By focusing attention on a single hero product and optimizing cross-links between systems and cartridges, the site now provides a clearer path to purchase and stronger storytelling around Better Waters’ core offering.
