Ecommerce Website Design & Development
A conversion-focused ecommerce website for FITU, a plant-based snack brand, combining clear product storytelling, streamlined shopping journeys and a distinctive AI-led visual direction.
01 ✸ The challenge
Turning a bold product brand into a clear ecommerce experience
FITU needed an ecommerce website that could translate its existing brand into a digital experience built around product discovery and conversion.
The challenge was to balance personality with usability: clearly communicate what makes the bars different, make the range easy to understand and create a simple path from first visit to purchase. The website also needed to feel visually distinctive without overwhelming the product or slowing down the shopping experience.
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Scope
02 ✸ THE APPROACH
Building the experience around product discovery and purchase
I designed the website around a clear ecommerce user journey, prioritising the information customers need before making a purchase: what the product is, why it is different, the available flavours and how to buy it.
The page structure, calls to action and product hierarchy were designed to move users naturally from brand discovery into the shop, reducing friction between browsing and purchasing.
I then developed the complete website and online store in WordPress and WooCommerce, creating a responsive experience across desktop and mobile.
To extend the existing branding into a more distinctive digital world, I also created the website imagery using AI, developing a consistent visual direction around the product rather than relying on generic stock photography.
03 ✸ The Outcome
A product-led ecommerce experience built to sell
The result is a complete ecommerce platform that brings FITU’s brand, products and customer journey together in one cohesive experience.
The website gives the brand a stronger digital presence while keeping the route to purchase clear, with a scalable WooCommerce structure that can support new products, campaigns and future growth.
Clearer Customer Journey
A structured path from product discovery to purchase, supported by clear messaging and repeated conversion points.
Complete Ecommerce Experience
Website and WooCommerce shop designed and developed as one consistent, responsive system.
Distinctive AI Visual Direction
Custom AI-generated imagery created around the existing brand to give the website a recognisable visual world.
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