Toast Wellness
Redesigning an existing CBD store into a clearer, more premium ecommerce experience across desktop and mobile.
Toast Wellness had an established product catalog and live store, but the experience did not follow familiar ecommerce patterns. Products were difficult to discover, the visual design weakened the brand’s premium positioning, and customers had to work too hard to understand CBD formats, strengths, ingredients, and benefits.
I worked directly with ownership to transform a marketing-led website with shopping attached into a more coherent store built around discovery, education, trust, and consistent purchasing patterns.
Ecommerce Strategy and IA
Responsive Desktop and Mobile UX/UI Design
Navigation and Product Discovery
Homepage and Content Strategy
Product Listing and Product-Detail Design
Cart and Purchase-Flow Design
Scope
Role & Ownership
I was the sole designer and owned the work from information architecture through final responsive concepts. I redesigned the navigation, homepage, product discovery, product-detail experience, and purchasing flows across desktop and mobile.
I also developed two visual directions: a richer editorial expression using deep greens and browns, and a lighter system with clearer hierarchy and more consistent interaction patterns. Both explored how Toast could feel premium without making the store unfamiliar or difficult to use.
The Real Problem
CBD was not a category customers could be expected to understand immediately. Toast sold oils, chocolates, smokable products, pet products, and skin care with different formulations, strengths, and uses. The existing structure offered too little guidance for deciding what to buy.
The redesign needed to do more than improve visual polish. It had to make the catalog easier to browse, help customers compare options, establish product credibility, and move education closer to the purchase decision—all within a recognizable ecommerce system.
What Mattered Most
I reorganized the store around clear product categories and added need-based paths such as sleep and recovery. The homepage connected collections, use guidance, brand differentiators, press, testimonials, and education. Product pages combined variant selection, add-to-cart actions, ingredients, quality signals, FAQs, strength guidance, and support within one decision flow.
The work produced a complete responsive ecommerce direction and a clearer bridge between Toast’s premium brand and the practical needs of online shopping. The site has continued to evolve, but its current Shopify storefront still carries forward several elements visible in the redesign, including category-led shopping, Toast Together, The Toast Difference, product-use education, press, testimonials, and a darker premium tone. No conversion metrics from the engagement are available.