Jupiter is a New York-based personal care company specializing in premium scalp care products. Founded in 2020, the company offers dermatologist-approved, science-backed solutions for dandruff and dry scalp issues. Their product line includes shampoos, conditioners, serums, and exfoliators, all formulated to be vegan, color-safe, and free from sulfates, parabens, and synthetic fragrances.
Despite offering high-quality, effective products, Jupiter faced challenges in conveying their value proposition through their website. The existing site lacked clarity in navigation, product differentiation, and educational content, potentially hindering user engagement and conversion rates.
Before
After
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Streamlined navigation, prioritized product discovery, and made scalp solutions impossible to miss
02
Modern typography, minimalist layouts, and buttons that look as premium as the products
03
Added scalp guides, ingredient breakdowns, and no-BS explanations to help users self-diagnose and trust the science
04
Like a dermatologist-approved quiz and real clinical proof—to cut decision paralysis and seal trust on the spot
Reasoning
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01Moved testimonials higher on the page to grab early attention
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02Enhanced visuals with before and after image to add more objectivity to it and more prominent quotes
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03Increased the variety of reviews to highlight diverse customer experiences. Adds credibility and builds social proof earlier in the buyer's journey
Reasoning
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01Up top, categories as per concerns is listed, to lead customer to the product they are looking for. Listings were cluttered with minimal differentiation between product categories. Later, the layout was organised with better filters and sorting that helps customers find products faster
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02Before there was limited emphasis on bundles and upselling opportunities. After redesigning, bundles and discounts were highlighted to drive higher average order value (AOV) and increase revenue per user sessions
Reasoning
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01Product images earlier lacked consistency and depth. Enhanced visuals with consistent styling and 360-degree views to Improves perceived value of products which can potentially lead to better click-through rates on products.
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02The tag who this product is for is added to reduce decision fatigue
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03Bottom fixed bar is optimised to communicate important information which will be visible all throughout
Reasoning
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01After looking at the customer purchase pattern, the listing page categorisation is changed as per the product type. While concern is mentioned in the form of tag
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02Product card is optimised to communicate all the important information upfront to make a decision without having to go to the product detail page
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03At once, the customer can view 4 products to reduce friction and improve the speed of shopping
Reasoning
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01Brand impact and discount benefit is mentioned closed to the main CTA to drive customer to make a purchase
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02Earlier, if a customer have to look for a specific information, they has to scroll until they find it. By adding tabs, information discovery is simplified and also page scroll page is reduced
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03Special emphasis is given on the section “Is it for you” to help customer make the right choice since there are multiple products are there in one category which may lead to confusion. Which was earlier in a bullet points, proven to be a poor content hierarchy
Reasoning
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01To add more credibility, opinion shared by various kinds of experts such as Dermatologist, stylist, colourist is used along with their rating, which was earlier only dermatologist
Reasoning
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01Starts with presenting options in the form of what problem customer wants to solve, leading them to the curated product pages
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02Different between dry scalp and oily scalp is presented to self diagnose to choose the right product
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03On home, the range was presented with the least information. Since this section comes second in the sequence, all the information that helps customer decide what problem they wants to solve is present
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