Garden of Life makes traceable, ingredient-first wellness products — but its homepage told none of that story. My work at Merkle focused on reframing the homepage from a product grid into an experience narrative: guided, fantastical, and led by the ingredients themselves.
The audit
I ran a UX audit of the existing homepage and mapped the surrounding CX ecosystem — where the brand’s story was being told, where it broke, and where the experience contradicted the brand’s traceability promise.
From product grid to story architecture
The strategy: let ingredients lead. I developed story territories and a homepage narrative architecture that moves visitors through the brand the way the brand moves through its supply chain — from source, to science, to shelf.
What I delivered
- CX ecosystem map connecting homepage, content, and commerce touchpoints
- Homepage UX audit with prioritized friction points
- Narrative principles and story territories for the brand team
- Homepage story architecture and visual direction concepts
Why it matters
Wellness brands win on trust, and trust is narrative. This project is experience strategy in its purest form: no screens shipped yet — but a clear, defensible story for what the homepage should make people feel, and the structure to build it.
