Solo redesign, working from Tree Hut's live site and its own Google Analytics data.
Analytics review, IA, UI/UX redesign across homepage, catalog, product page, and store locator
An independent redesign case study, built page-by-page against the existing live site.
Jump to the walkthrough ↓Home page
Products
SIngle Product page
Where to buy
Tree Hut's site was split into deep, department-style navigation: home, products, your skin, where to buy. Discovery meant browsing categories, not finding what people wanted. Before touching a screen, I checked what the data said people actually did.
Built on a customized Shopify template. Beyond restyling existing pages, I designed and built new pages to match the company's broader vision for the site.
I pulled traffic and behavior data from the live site first, then redesigned each page around what it showed, not a generic best-practice template.
Found the most-viewed, highest-intent products, plus the brand-story sections people actually spent time in.
Traced the paths that forced pogo-sticking between category pages before anyone reached a product.
Found where social proof and brand content already drove purchases, then moved more of it up front.
What existed on the live site, why it fell short, and what I built instead.
Driven by real behavior, not assumptions. Analytics pointed to the most-viewed, highest-intent products, so I led with those and the brand-story sections people visited most.
Hero and top modules lead with best-sellers and core rituals, not generic collections.
Brand-story blocks moved up front to build trust fast.
CTAs and nav lead straight to products, not marketing dead ends.
People see what they want the second they land. No browsing required.
The old sidebar listed every category under "Search by FORM" and "Search by SCENT" as one long flat list, one category at a time. I rebuilt the catalog around how shoppers actually narrow products.
Category, key-ingredient, and price filters replace the flat sidebar link list.
Every product sits in one scannable grid: imagery, key benefits, price, always visible.
Shoppers compare the whole catalog in place, no more clicking back and forth.
No more pogo-sticking between category pages.
The goal on this page was to kill doubt. Social proof became a core UI piece, not an afterthought.
Product reviews and real ratings are surfaced near the add-to-cart area.
Real quotes and user content show what people actually say and why they love it.
Confidence right at the decision point, right when it counts.
The old page paired a sidebar of retailer logos with a small embedded map: a product/scent dropdown, a zip code field, no live results, no distance sorting. This bridges online and offline in one interaction.
A real map integration replaces the static embed, with results plotted as they're found.
Live retailer filters sort by distance, so shoppers find nearby stock in seconds.
A dead-end sidebar becomes a real path from research to purchase.
Every page traces back to real behavior: the products people already wanted, less navigation between them and a purchase, and trust signals right where decisions happen.