Girl Gummy

Girl Gummy: Women's Health Gummy E-commerce Platform

UX/UI Design Case Study

Project Type: Google UX Design Capstone
Role: UX/UI Designer
Timeline: 12 weeks
Platform: Responsive e-commerce website
Tools: Figma, research synthesis, prototyping, usability testing
Goal: Build a trustworthy shopping experience for women’s health gummies through education, personalization, and simplified checkout

Challenge:

Design an e-commerce platform specifically for women's health gummy vitamins that builds trust, educates users, and simplifies the purchasing process while addressing unique concerns around women's wellness needs.

Solution:

A user-centered e-commerce platform that combines educational content, and streamlined purchasing with a focus on transparency.

Project Introduction

Embracing Focus Over Scale

Girl Gummy marked an important shift in my UX/UI design journey. As my second capstone project, I intentionally chose a smaller project scope so I could focus more deeply on quality, usability, and visual refinement.

This project allowed me to strengthen my design process by moving beyond aesthetics and focusing on how users discover products, build trust, and make confident purchasing decisions within a responsive e-commerce experience.

The Learning Curve

Girl Gummy helped me shift from visual-first design toward user-centered product thinking. I focused on reducing visual clutter, strengthening hierarchy, and using research to guide decisions around product discovery, education, and checkout trust.

Research Phase

Market Analysis

• Market Size: $4.2B women's supplement market growing at 8.1% annually

• Key Competitors: Olly, SmartyPants, Ritual, Care/of

• Market Gaps: Lack of personalized recommendations, insufficient educational content, complex subscription models

User Research & Validation Methods

Informal User Feedback
Gathered feedback from a small group of family and friends to understand first impressions, navigation clarity, product trust, and ease of use.

Competitive Analysis
Reviewed three wellness and e-commerce platforms to identify common patterns around product education, personalization, checkout flow, and brand trust.

Prototype Testing
Tested the responsive prototype to observe how users moved through product discovery, key content sections, and the shopping experience.

Design Iteration
Used feedback to refine visual hierarchy, simplify product information, strengthen calls to action, and improve the mobile browsing experience.

User Personas

User Journey Mapping

Customer Journey: First-Time Purchase

User Stories

Epic: Product Discovery & Education

As a health-conscious woman, I want to understand which gummy vitamins are right for my specific needs so that I can make an informed purchase decision.

User Stories:

• As Sarah, I want to take a personalized quiz so that I can receive tailored product recommendations

• As Mariah, I want to see clear ingredient lists and safety information so that I know products are safe while breastfeeding

• As Lil, I want to access scientific studies and certifications so that I can verify product efficacy

• As a user, I want to read authentic reviews from women with similar needs so that I can trust the product will work for me

• As a user, I want to understand the benefits of each ingredient so that I can choose products that align with my health goals

Epic: Seamless Purchase Experience

As a potential customer, I want a simple and trustworthy checkout process so that I can confidently purchase the right products for my needs.

User Stories:

• As a user, I want flexible subscription options so that I can choose delivery frequency that works for my lifestyle

• As Maria, I want guest checkout options so that I can purchase quickly during limited free time

• As a user, I want transparent pricing with no hidden fees so that I can budget appropriately

• As a user, I want multiple secure payment options so that I can pay using my preferred method

• As Jennifer, I want to easily modify my subscription so that I can adjust products as my needs change

Affinity Mapping Results

Key Themes from User Research

Visual Trust & Brand Credibility

Users wanted the brand to feel playful, but still polished enough to trust with wellness-related products. Visual design, product photography, ingredient details, and clean layout all played a role in building confidence.

Clear Product Benefits

Users needed quick access to what each product does, who it is for, and why it matters. The product pages needed to explain benefits in simple, scannable language without overwhelming the shopping experience.

Confidence Before Checkout

Users wanted reassurance before making a purchase. Clear pricing, subscription details, product reviews, ingredient information, and return/support details helped reduce hesitation.

Wireframes & Prototyping

Responsive Design Approach

Girl Gummy was designed as a responsive e-commerce experience across mobile, desktop, and tablet. Each layout was adapted based on how users are most likely to browse, research, and purchase wellness products on different devices.

Mobile Experience: Quick Purchase Path
The mobile layout uses a single-column structure optimized for thumb navigation. Product information, quantity controls, and checkout actions are simplified to support faster decision-making on smaller screens.

Desktop Experience: Product Discovery
The desktop layout uses a larger hero image, clear navigation, and prominent calls to action to create a stronger first impression. This version supports users who want to explore product categories, compare options, and review educational content before purchasing.

Tablet Experience: Planning Mode
The tablet layout bridges mobile convenience with desktop-level detail. It gives users more space to read product information, compare benefits, and browse wellness content without overwhelming the interface.

Visual Design System

Color Palette

• Primary: Vivid Pink (#E93682) - Different, New, Fun

• Secondary: Pastel Crimson (#EC8BA4) - Feminine, approachable, energetic

• Accent: Dark Neon Pink (#5B0D4C) - Luxury, Premium

• Neutral: White (#FFFFFF) - Clean, minimal, premium feel

• Text: Black (#000000) - Readable, professional

Typography

• Headings: Shrikhand (Modern, fun, approachable)

• Body Text: Poppins (Highly readable, clean, professional)

• Accent: Amsterdam Two (Feminine touch for testimonials)

Component Library

• Buttons with rounded edges for soft inviting touch

• Card designs for clean modern approach

• Badge system for certifications and benefits

• Modal designs for detailed product information

Usability Testing Results

Testing Methods

• Usability testing helped validate the product discovery, quiz, product page, and checkout flows. Key improvements included clearer subscription terms, stronger ingredient education, and a simplified mobile checkout experience.

Areas for Improvement:

• Subscription terms needed clearer explanation (addressed in final design)

• Some users wanted more detailed ingredient information

• Mobile checkout flow needed optimization

• Search functionality could be enhanced

Iterations Made

1. Clarified Subscription Model: Added detailed FAQ section

2. Improved Mobile Experience: Simplified checkout steps and optimized form fields

Technical Considerations

• E-commerce platform (Shopify Plus)

• Customer review system (Yotpo)

• Email marketing (Klaviyo)

• Analytics and heat mapping (Google Analytics, Hotjar)

• Customer support chat (Zendesk)

  
  

Results & Validation

Because Girl Gummy was a capstone project, success was measured through informal prototype testing and design feedback rather than post-launch business performance.

I tested the responsive prototype with a small group of family and friends to observe how easily users could explore products, understand the brand, navigate between screens, and move through the shopping experience.

Key Insights

• Users responded positively to the playful visual identity and felt the brand was memorable.

• Product education needed to be clear and easy to scan, especially for wellness-related products.

• The mobile layout needed strong visual hierarchy so users could quickly understand the product and take action.

• Users wanted pricing, benefits, and product details to be easy to find before committing to checkout.

• The quiz and product discovery experience helped make the shopping flow feel more personalized.

Design Improvements

Based on feedback, I refined the layout hierarchy, simplified product sections, strengthened calls to action, and made the mobile experience easier to scan. These updates helped create a clearer path from product discovery to purchase while keeping the brand experience playful, trustworthy, and easy to use.

Lessons Learned

What Worked Well

• User-Centered Approach: Extensive research led to targeted solutions

• Iterative Design: Regular testing and refinement improved outcomes

• Focus on Trust: Transparency and education were key differentiators

Areas for Future Improvement

• Personalization Engine: AI-driven recommendations based on user behavior

• Expanded Content: More educational resources and expert consultations

• Add customer testimony and reviews

Scalability Considerations

• Design system needs expansion for new product categories

• International expansion requires localization considerations

• B2B features for healthcare provider partnerships

Next Steps & Recommendations

Phase 2 Development Priorities

1. Enhanced Personalization: Machine learning recommendations

2. Community Platform: User forums and expert Q&A

3. Subscription Optimization: Flexible pause/resume options

4. Educational Content: Video tutorials and 

Long-term Vision

• Position Girl Gummy as the premier destination for women's supplement education and purchasing

• Expand into related wellness categories

• Build strategic partnerships with healthcare providers

• Develop proprietary health tracking and recommendation algorithms