Turning a founder’s story into a 5.91% converting product page
ROLE
Web Designer
TIMELINE
2016-2022
CLIENT
Healthy Harvest
Context
Healthy Harvest started as a farmers-market booth — a strong product with no way to sell it beyond the table. I owned the brand's digital presence end-to-end, including designing and building the company's first e-commerce site from the ground up: homepage through checkout, product page template, navigation, and the infrastructure for cross-sells, reviews, and subscriptions.
Design Decisions
Olive oil is a product most customers can't evaluate by looking at a bottle — the things that actually signal quality (varietal, origin, harvest date, lab-tested acidity, peroxide, and polyphenol levels) are invisible unless the page tells that story. I designed the product page template around surfacing this information clearly rather than treating it as fine print, so a customer unfamiliar with olive oil quality markers could still understand why a $30 bottle was worth it — effectively translating a producer's technical credentials into a purchase decision.
Build vs. Buy
For subscriptions, cross-sells, and reviews, I chose to integrate existing tools rather than build custom functionality, prioritizing speed to launch for a small business with no dedicated dev team. I customized each integration's styling and placement to match the product page rather than leaving them as default plugin UI.
The subscription flow I designed worked: subscribers spend 3x more annually than one-time buyers ($488 vs. $153)
Outcome
The site converts at 5.91%, more than triple the ~1.75% Shopify average for the category. The subscription program, which I designed the signup and account-management flow for, now accounts for 24% of online revenue.