Human Improvement2020-2021•Lead Product & Commerce Strategist
Human Improvement (BuyHi) — Sustainable Wellness DTC Launch
Launching an eco-first sustainable protein brand with custom Shopify architecture and high-velocity conversion funnel.
4.8★
Launch CSAT Score
62%
DTC Subscription Ratio
3.4x
Repeat Purchase Rate
DTC LAUNCHSHOPIFY PLUSBRAND DESIGNGROWTH EXPERIMENTATION
VIEW ON BEHANCE↗Executive Overview
Human Improvement (BuyHi) challenged the traditional whey and plant protein market with clean cricket protein—combining superior bioavailability with radically lower environmental impact. Leading the digital product and launch commerce strategy, the mandate was to craft a delightful, non-intimidating customer journey that educated buyers and converted initial curiosity into sticky subscription habits.
Strategic Initiatives
- Taste & Science Visual Storytelling: Framed gut microbiome benefits and sustainability metrics through approachable, friendly micro-animations and typography.
- Frictionless Subscription Architecture: Engineered a seamless “Build-Your-Bundle” box customizer with one-click subscription management.
- Conversion Rate Optimization: Designed variant selectors, allergen transparency tooltips, and instant unboxing previews.
Quantified Results
- Reached 62% subscription share on initial orders, drastically outperforming the category average of 20-30%.
- Featured across leading wellness and climate-forward publications for benchmark brand aesthetics.