Hi. I’m Jax.
Senior Product Designer · Enterprise UX · Headless CMS · Brand & Creative Strategy · Bilingual EN/ES
Senior Product Designer · Enterprise UX · Headless CMS · Brand & Creative Strategy · Bilingual EN/ES
The Short Version
A full e-commerce replatform with a new dev team, new marketing lead, sparse requirements, and no existing analytics to lean on. I was brought in as visual design. I saw the opportunity, raised my hand, and ended up owning the entire thing.
Note: The site has been updated since my tenure. The work shown here reflects the version I designed and launched in 2021.
My Role
Sole designer covering visual design, UX, information architecture, and research. Worked with a new digital marketing lead, a new front end developer, and an overseas development team. Presented work to the head of marketing throughout the process.
The Business
Ortho Molecular Products is a B2B supplement brand operating a gated e-commerce model. End users cannot purchase directly — products are ordered through licensed practitioners on their patients' behalf. Designing for that model required understanding two very different audiences: the practitioner placing the order and the end user driving the demand.
How I Got the Project
The replatform was already in motion when I heard about it. I wasn't originally part of the conversation I was brought on as visual design, not UX. When my boss mentioned the redesign I asked if I could take a shot at it.
I ran a competitive analysis, built out assumed personas based on conversations with the product management team, and designed a full site concept on my own initiative. My boss presented both his version and mine to ownership. Mine was chosen because it was e-commerce forward, dynamic, and designed for the web — not a print layout trying to be a website.
The Challenge
Requirements were sparse. There was no existing analytics to pull from and no formal user research process in place. I worked largely from competitive research, gut instinct, and a clear understanding of how e-commerce users behave. The head of marketing checked in regularly and gave his perspective during concepting and wireframing, but after initial approval I had full autonomy to execute.
The overseas development team was excellent. Clear communicators, sharp on flagging where requirements needed more definition. The language barrier was minimal and the relationship was smooth throughout.
What I Designed
Full site redesign including homepage, Product Listing Page, Product Detail Page, and supporting pages. Every page was designed to serve both the practitioner audience placing orders and the broader brand presence Ortho needed to establish in a competitive supplement market.
A practitioner-facing learning platform was also in development during my time there — a separate site housing courses and learning materials for licensed practitioners. That project was still in progress when I transitioned out.
The Outcome
A full e-commerce site launched on a new platform with a new team, built from near-zero requirements, designed and executed by one person. The head of marketing approved the direction after initial concepting and trusted the execution from there.
The work shown here is the version I designed and shipped in 2021.
