Role
Lead UX/UI Designer
Client
Zero Co
Duration, Year
4months, 2024
Services
Product Design
UX/UI Design
Design System
Conversion Optimisation
Contributors
Neville Ewers
Jack Nicholson
Zero Co aims to untrash the planet, offering refillable personal care with a new paper‑first package. We paired the rebrand and packaging launch with a full Shopify Plus redesign from homepage to cart to grow subscriptions, clarify refills, and give the team more control over content.
• Rebrand launch: showcase the new visual identity and ForeverFill paper pouches.
• Product discovery & clarity: make refills vs one‑offs obvious on PLP and PDP.
• Subscription complexity: surface frequency, pause, swap, and skip without bloat.
• Operational agility: enable marketing to ship campaigns without developer help.
🚀 A smooth path from discovery to checkout
Guide new and returning customers from homepage to purchase. Reduce drop‑offs and decision friction.
💎 Refill vs one‑time at a glance
Clear labels, badges, and inline toggles on PLP and PDP make choices obvious.
⚡️ Friction‑light cart and subscription controls
Pause, swap, and skip directly within cart line items. A persistent add to cart bar on mobile shortens the journey.
☄️ Developer‑free content updates
Modular Shopify sections and concise content guidelines let marketing publish pages and campaigns independently.
Hero introduces paper‑first ForeverFill, mission CTA, and starter packs
Bold type and lifestyle imagery express brand personality
Mission‑focused hero with new packaging front and center
Category rail and intro set context with quick entry to Bathroom, Laundry, and Kitchen.
Filters and sort keep results focused with active chips and a clear results count.
Product cards show refill versus buy once, subscription savings, ratings, and quick add.
Gallery‑first layout with large hero image, thumbnail strip, and image count for quick scanning.
Options grouped by task: bottle colour and refill fragrance with clear swatches, plus tabs for Description, Ingredients, and Sustainability.
Simple purchase module: one time or subscribe and save with savings badge, delivery frequency dropdown, clear pricing, quantity stepper, single Add to cart, and a link to the 100‑day money‑back guarantee.
Two‑step flow: choose delivery frequency, then pick products with a clear minimum products chip.
Card grid by room with variant dropdowns and quantity steppers on each product for quick adds.
Sticky Bundle Summary shows items, cadence, subtotal, savings, and a single Add to cart with inline edit and remove.
Three visual steps explain refills at a glance
Short copy with a Learn more link
Reusable on PDP and in My Account
Product and personal impact side by side
Live counts with milestones to motivate
Tap to see the method and share
A cleaner journey and clearer subscriptions lifted engagement and intent across the site.
+472 %
increase in on-site engagement
+396 %
increase in add-to-cart actions
+124 %
increase in sessions
Measured in GA4 and Shopify & Google Analytics.