Water.com
Modernizing a category leader through strategy-led UX, unifying complex user journeys into a streamlined, customer-first digital experience.
Water.com
Modernizing a category leader through strategy-led UX, unifying complex user journeys into a streamlined, customer-first digital experience.
Water.com
Modernizing a category leader through strategy-led UX, unifying complex user journeys into a streamlined, customer-first digital experience.
Overview
As Creative Director, I led the strategic and visual transformation of Water.com, a high-value, category-defining domain for Primo Water. The redesign paired deep business strategy with a scalable, modern design system to reimagine the site from the ground up.
As Creative Director, I led the strategic and visual transformation of Water.com, a high-value, category-defining domain for Primo Water. The redesign paired deep business strategy with a scalable, modern design system to reimagine the site from the ground up.
The goal was twofold: establish Water.com as a flagship digital storefront for bottled water delivery and dispenser rentals, and create a seamless experience that both converts new customers and supports retention. Our process included an extensive strategic phase, mapping business goals to user needs, simplifying the path to purchase, and enabling long-term flexibility through a modular design system powered by Storyblok.
The goal was twofold: establish Water.com as a flagship digital storefront for bottled water delivery and dispenser rentals, and create a seamless experience that both converts new customers and supports retention. Our process included an extensive strategic phase, mapping business goals to user needs, simplifying the path to purchase, and enabling long-term flexibility through a modular design system powered by Storyblok.
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Strategy & UX
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Visual Design
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Design Systems
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CMS Integration
Industry
Retail & E-commerce
Industry
Retail & E-commerce
Industry
Retail & E-commerce
Role
Creative Director
Role
Creative Director
Role
Creative Director
Awards
Gold W3 Award, Gold Davey Award
Awards
Gold W3 Award, Gold Davey Award
Awards
Gold W3 Award, Gold Davey Award
Process
01
Strategic Discovery
Deep dive into business goals, user needs, and competitive landscape to establish a foundation for the redesign.
02
UX Architecture
Simplified user flows and site architecture to create clear paths to conversion and improved user experience.
03
Design System & CMS Integration
Created a scalable, modern design system that reflects the brand while enabling future growth and flexibility and Migrated to Storyblok headless CMS for better content management and performance optimization.
Process
01
Strategic Discovery
Deep dive into business goals, user needs, and competitive landscape to establish a foundation for the redesign.
03
Design System & CMS Integration
Created a scalable, modern design system that reflects the brand while enabling future growth and flexibility and Migrated to Storyblok headless CMS for better content management and performance optimization.
02
UX Architecture
Simplified user flows and site architecture to create clear paths to conversion and improved user experience.
More projects
Design Leadership for Digital Experiences
Strategic, hands-on design leadership across UX, UI, and digital platforms.
Design Leadership for Digital Experiences
Strategic, hands-on design leadership across UX, UI, and digital platforms.
Design Leadership for Digital Experiences
Strategic, hands-on design leadership across UX, UI, and digital platforms.