Seed
Web Design & Strategy
Driving growth for a multi-product ecosystem
I worked with Seed Health's heads of design and product on redesigning the product detail page for their hero product DS-01®, with the aim of increasing conversion and creating a scalable template that could expand their product offerings. The work I did helped drive a massive +16% to target subscriber volume of their Daily Synbiotic and a successful launch for a new line of Co-Biotics.
Overview
Goals
The goal for this work was to create a scalable foundation for product pages as Seed was planning to expand their product offerings. With a planned release of “co-biotics” that compliment their core product offering, a lot of work and thinking also went into the product strategy behind cross-selling, up-selling, and architecting a new multi-product ecosystem.
Scalable PDP
Seed had 3 products with bespoke, unaligned PDP designs and user experiences. The new design needed to scale to all current and future product offerings.
Increase conversion
The new PDP design needed to increase add to cart, conversion, and multi-product checkout rates.
Multi-product strategy
The work needed to provide a foundation for multi-product offerings including cross-sell and up-sell opportunities.
Original design
Initial findings
The original designs for PDPs and Cart suffered from a few design and usability issues:
- Form over function
Users found it difficult to understand what they were actually buying. Imagery is limited to the container and doesn’t show the product in context. Oversized typography pushes important content down the page. The hero section is light on critical information like ingredients and reviews that users need to make a purchasing decision. - Non-standardized pages and components
Styling and layout variation between PDPs prevented our ability to test changes across pages rapidly and required additional development effort to maintain. Misalignment across the Cart and Checkout flow meant everything was a bespoke component and couldn’t be updated or iterated on easily. - Subscription confusion
Asking users to “choose your schedule” for DS-01® introduces confusion and complexity too early in the customer journey, when users may not if it’s right for them or that it’s a subscription product to begin with.
Product Detail Page
+14.5% conversion
The product detail page went through multiple design reviews and was user tested between revisions. The solution we launched below A/B tested at a staggering +14.5% conversion rate over the original design.
A streamlined hero section
The redesigned hero section aimed to clearly answer user’s questions about product benefits and ingredients with easy access to overlays detailing clinical trials and formulation. Adding user testimonials below increased PDP conversion by +7.25% and add to cart rates specifically by +4%. We also reduced complexity by postponing the subscription decision point to the Cart.
Science made accessible
The next sections in the DS-01® PDP focused on making the science and proof-points easier to understand. We learned what converted best here by implementing a quiz flow on the homepage and iterating into a content strategy that converted. We combined product benefits with a timeline of results, broke down the product differentiation with a video providing expert credibility, and designed an on-scroll animation demonstrating the capsule-in-capsule technology.
Product claims and proof
If a user is still scrolling, we wanted to validate our claims by showing the science — and strains — behind the proof, along with how it compares to not only placebo in studies but also competing probiotics.
De-mystify and de-risk
The new PDP is anchored by modules that clearly explain what you’re getting with your subscription and other information to de-risk the purchase. FAQs and real user reviews should answer any remaining questions or concerns.
Working with Piet was a masterclass in how distributed work should function. Detailed walkthroughs and precise annotations made intent, trade-offs, and next steps immediately clear. Remote on paper, fully embedded in practice.
Ben GroveHead of Design, Seed Health
Quiz, Cart, Reviews
+45% to order completion, +25% emails submitted
Helping to reimagine the Quiz flow became instrumental to informing the PDP redesign above. Iterating on the length of the quiz and how we framed the content gave us learnings to create a high-performing DS-01® product page. Compared to their previous quiz, the redesign drove a +45% improvement from starting the quiz to order completion and a +25% improvement in email submissions.
Cart redesign
Moving the subscription selection to the Cart reduced complexity from the PDP and allowed for room to make an actual upsell by advertising the discounted price. Dialing in spacing and reducing the size of sticky elements allowed for the cross-selling of Seed’s new Co-Biotics products to appear above the fold.
Capturing SEO with a Reviews page
I helped launch a dedicated Reviews page to capture the organic traffic coming from users searching for results from real members. Users can filter by specific products and the upsells on the page change accordingly. I explored different directions that focused on UGC, product cards, and product statistics.
Multi-product launch
Expanding into daily nutrition, energy, and sleep
After wrapping up this contract, Seed launched their new line of Co-Biotics in late 2025. Using the newly standardized PDP as a foundation allowed for seamless and efficient scaling of product releases across design and engineering, in addition to brand new product bundle pages.
