Plexus Worldwide · E-commerce
Rethinking shopping and enrollment for an evolving business.
Plexus was rethinking its e-commerce experience to support both everyday shopping and a dedicated referral-based enrollment journey. I led UX/UI for the project, working closely with marketing, sales, product, and engineering to improve both experiences as business needs evolved.
Role
Senior Manager, UX/UI
Team
Led
3 UX/UI Designers
2 Content Managers
Scope
UX Strategy
UX/UI design
Analytics
Design systems
Industry
Health & wellness
Plexus Worldwide · E-commerce
Rethinking shopping and enrollment for an evolving business.
At Plexus, I led UX/UI design across a major e-commerce redesign, covering everyday shopping and a dedicated referral-based enrollment experience. Working with design, content, product, and engineering teams, we updated key customer journeys to support new business requirements and improve the shopping experience.
Role
Senior Manager, UX/UI
Team
Led
3 UX/UI Designers
2 Content Managers
Collaborated with
Executive Leadership
Product Management
Engineering
Scope
UX Strategy
UX/UI design
Analytics
Design systems
Industry
Health & wellness
01 /
Context
Two ways to shop, one connected experience.
Plexus combined a traditional online store with a referral-based enrollment journey for new customers. The redesign needed to support both paths, making it easier to shop, discover Welcome Packs, and complete enrollment while maintaining a consistent experience.
Two ways to shop, one connected experience.
Plexus combined a traditional online store with a referral-based enrollment journey for new customers. The redesign needed to support both paths, making it easier to shop, discover Welcome Packs, and complete enrollment while maintaining a consistent experience.
Browse products, manage a cart, and complete purchases through the standard e-commerce experience.
Everyday shopping
A dedicated journey helping new customers explore Welcome Packs, make selections, and complete registration.
Referral enrollment
Browse products, manage a cart, and complete purchases through the standard e-commerce experience.
Everyday shopping
A dedicated journey helping new customers explore Welcome Packs, make selections, and complete registration.
Referral enrollment
02 /
Product direction
Finding a clearer path to purchase.
Analytics, existing customer insights, and business requirements helped guide the redesign. The focus was on making shopping and enrollment easier to navigate while accommodating different customer types and purchasing needs.
Finding a clearer path to purchase.
Analytics, existing customer insights, and business requirements helped guide the redesign. The focus was on making shopping and enrollment easier to navigate while accommodating different customer types and purchasing needs.
Site analytics and UX research with customers helped identify friction, usability issues, and opportunities to improve the shopping and enrollment experiences.
Analytics and optimization
Changes to the subscription and referral structure introduced different customer types, each with distinct benefits and purchasing requirements. Clarifying these differences helped guide the redesign.
Customer journeys
Site analytics and UX research with customers helped identify friction, usability issues, and opportunities to improve the shopping and enrollment experiences.
Analytics and optimization
Changes to the subscription and referral structure introduced different customer types, each with distinct benefits and purchasing requirements. Clarifying these differences helped guide the redesign.
Customer journeys
03 /
Enrollment
Keeping new customers on a clear path.
Referral links brought prospective customers into Plexus with a different goal from everyday shoppers. The key decision was whether to direct them into the existing storefront or provide a dedicated journey through Welcome Pack selection, checkout, and registration.
Keeping new customers on a clear path.
Referral links brought prospective customers into Plexus with a different goal from everyday shoppers. The key decision was whether to direct them into the existing storefront or provide a dedicated journey through Welcome Pack selection, checkout, and registration.
Send referred customers into the standard shopping experience.
Option A
Existing storefront
Provide a dedicated journey for referred customers.
Option B
Preferred
Guided enrollment
Strengths
Familiar shopping experience
Access to brand stories and educational content
Reuse existing shopping and checkout patterns
Tradeoff
No personalized Welcome Pack recommendations
Lower enrollment completion observed in the storefront journey
More opportunities to lose the referral context
Strengths
Welcome Pack recommendations based on wellness goals
Clear progression through enrollment
Full product browsing within the guided journey
Tradeoff
Users reported feeling restricted by the guided experience
Limited access to content that builds purchase confidence
Additional experience to build and maintain
Referred customers followed a guided journey, with an optional quiz to recommend relevant Welcome Packs. The regular storefront remained available for everyday shopping, including Welcome Packs.
Direction
A dedicated path for enrollment
Strengths
Familiar shopping experience
Access to brand stories and educational content
Reuse existing shopping and checkout patterns
Tradeoff
No personalized Welcome Pack recommendations
Lower enrollment completion observed in the storefront journey
More opportunities to lose the referral context
Send referred customers into the standard shopping experience.
Option A
Existing storefront
Send referred customers into the standard shopping experience.
Option A
Existing storefront
Strengths
Welcome Pack recommendations based on wellness goals
Clear progression through enrollment
Full product browsing within the guided journey
Tradeoff
Users reported feeling restricted by the guided experience
Limited access to content that builds purchase confidence
Additional experience to build and maintain
Referred customers followed a guided journey, with an optional quiz to recommend relevant Welcome Packs. The regular storefront remained available for everyday shopping, including Welcome Packs.
Direction
A dedicated path for enrollment
Provide a dedicated journey for referred customers.
Option B
Preferred
Guided enrollment
04 /
Shopping experience
Shopping that adapts to different needs.
The storefront needed to support quick browsing without sacrificing the information customers needed to make informed purchases.
Shopping that adapts to different needs.
The storefront needed to support quick browsing without sacrificing the information customers needed to make informed purchases.
We organized the shop around wellness goals and relevant recommendations, giving customers more intuitive starting points for exploring products.
Product discovery and selection
Presenting different purchase models together made pricing and benefits easier to compare before adding to cart.
Purchase flexibility
Customer feedback shaped the filter hierarchy, while visible selections helped shoppers refine results without losing context.
Filtering around customer needs
Our team defined and maintained the product taxonomy in Contentful, connecting front-end filtering to a consistent catalog structure.
Structured content in Contentful
05 /
Design system
A consistent experience from brand to checkout.
We brought Plexus's visual identity into the redesigned storefront, creating a cohesive experience across traditional and online shopping and enrollment.
A consistent experience from brand to checkout.
We brought Plexus's visual identity into the redesigned storefront, creating a cohesive experience across traditional and online shopping and enrollment.
Reusable product cards, pricing options, and selection patterns helped create a consistent experience across everyday shopping and guided enrollment, despite their different customer journeys.
System approach
Connecting shopping and enrollment
Reusable product cards, pricing options, and selection patterns helped create a consistent experience across everyday shopping and guided enrollment, despite their different customer journeys.
System approach
Connecting shopping and enrollment
06 /
Outcomes
A complete mobile experience.
Rafter progressed from early concepts into a functional mobile app, developed in collaboration with engineering. Testing and feedback helped refine key interactions, including onboarding, identity verification, and privacy controls.
The result was a cohesive experience supported by detailed user flows, polished interfaces, and a reusable design system.
A complete mobile experience.
Rafter progressed from early concepts into a functional mobile app, developed in collaboration with engineering. Testing and feedback helped refine key interactions, including onboarding, identity verification, and privacy controls.
The result was a cohesive experience supported by detailed user flows, polished interfaces, and a reusable design system.
12.6%
Increase
Conversion rate
174%
Increase
New customers
9.85%
Increase
New subscriptions
