Blaze Product Page Redesign

A product page rebuilt from a catalog into a decision-making tool, so shoppers can understand a product and buy the right amount without prior knowledge.

Role

Product Designer (UI/UX)

Timeline

1 month

Industry

E-commerce (cannabis retail)

Success metric

Conversion on product pages

Methods

Heuristic analysis, competitive benchmarking, wireframes, iterative prototypes

OVERVIEW

WHERE THE EXPERIENCE BREAKS

The product page worked more like a catalog than a decision-making tool. Shoppers were overwhelmed by technical terms, couldn't tell which products fit their experience level, and had no easy way to choose different weights or buy in bulk.

RESEARCH AND INSIGHTS

Problem:

Information Overload:

Technical data (THC/CBD/Terpenes) was difficult to scan.

Lack of Effect Context:

Users did not understand how a product would physically or mentally impact them.

Purchasing Rigidity:

No clear, intuitive way to select different weights or bulk quantities.

Sensory Ambiguity:

Lack of clarity on flavors and aromatic profiles.

Goal:

Cognitive Ease:

Helping users understand how a product will affect them without requiring prior cannabis knowledge.

Data Scannability:

Structuring data to be scannable for both novice and expert users.

Purchasing Rigidity:

Adding a dynamic weight selector to facilitate larger orders.

Sensory Clarity:

Surfacing flavor and terpene profiles in a scannable, human-readable format.

WIREFRAMES

I created low-fidelity wireframes to explore key flows and functionality. Early prototypes helped refine interactions, and as the design progressed, I increased fidelity to shape the final experience.

BEFORE/AFTER

Before

The original interface acted more as a catalog than a decision-making tool.

Information Silos:

Critical data like effects and flavor profiles were missing, forcing users to search elsewhere.

Static Purchasing:

The interface lacked flexibility for users wanting to buy in bulk or select different weights, leading to cart abandonment.

Educational Gap:

Users felt lost regarding the "experience" level of the product, as the UI offered no guidance on strain characteristics.

Visual Noise:

Cluttered layout with poor information hierarchy made it difficult to scan technical details.

After

The redesigned interface empowers the user by transforming complex data into intuitive, actionable insights.

Contextual Guidance:

Integrated Effect Profile icons (Calming, Balanced, Heady) allow users to instantly align the product with their desired experience.

Dynamic Flexibility:

A new Available Weights selector streamlines the purchase flow, enabling easy selection from 1/8 oz to 1 oz without friction.

Sensory Transparency:

Added Top Flavours and a detailed Terpene Breakdown to humanize the product and build consumer trust.

Hierarchical Clarity:

Optimized whitespace and typography create a clean, scannable layout, allowing users to find technical data (THC/CBD) or product descriptions at a glance.

KEY DECISIONS

Effect profile before technical data.

Most shoppers decide by how a product will make them feel, not by THC percentage. Effect icons (Calming, Balanced, Heady) come first; the technical data stays one glance away for experienced buyers.

Weight selector inside the purchase area.

Choosing between 1/8 oz and 1 oz was a separate, rigid step. Putting the selector next to the price removes a decision point right at the moment of purchase.

Flavors and terpenes in plain language.

Shoppers couldn't picture the product. Top flavors and a terpene breakdown give sensory context without requiring prior knowledge.

One layout for two audiences.

Hierarchy and spacing let a first-time shopper read the essentials while an expert scans THC/CBD values directly.

OUTCOME

The redesign shipped with conversion as the primary success metric. Remote usability testing was conducted online through Google Meet after launch, but I had left the company before the results were available. To measure its impact, I'd track add-to-cart rate from the product page, the share of orders using larger weights, and time on page before add-to-cart.

Other projects

Campaign Builder for Blaze Ecom

A zero-to-one campaign management platform designed for Blaze Ecom, covering information architecture, component architecture, user flows, and interaction specifications.

Kore.Builders

A specialized platform for the private capital market, designed to empower developers and founders with the infrastructure needed to build and launch financial products.