Jade Leaf Matcha
- Creative Direction
- E-commerce
- UX Design
- UI Design
- UX Copywriting
Shopify 2.0 Redesign
Jade Leaf Matcha is the best-selling matcha brand in the United States. With a strong presence across retail channels, Jade Leaf wanted to revamp its direct-to-consumer experience to better connect with its audience. I worked as Creative Director along with Zaneray’s design and development teams to craft a new brand-forward e-commerce experience. I also led UX content strategy and copywriting across all product pages on the site, in collaboration with Jade Leaf’s brand team. The new website captured the energy of their social community, while also focusing on pathways to matcha education and product subscriptions.
A Flexible Design System
We created a modular design system with a library of components that support all current and future content needs. Flowing lines and subtle motion throughout the site design to capture the energetic, organic feel of the Jade Leaf brand. The intentional usage of subtle patterns and interactive hover states create an immersive and branded user experience.
Subscriptions to Increase Retention
One of the main objectives of the new website was to promote subscriptions to increase customer lifetime value. We aimed to make the pathways to product subscriptions seamless and ensured users understood how the process worked. The Subscribe & Save page not only educates customers on the cost and convenience benefits, but is also fully shoppable. Users can easily subscribe to products directly from product cards with the quick add-to-cart feature, on the product page buy grid, and from the cart flyout.
Product Pages to Serve Matcha Benefits
We designed product pages with a conversion-first approach, ensuring that the key healthy benefits of matcha and essential product details were prominently featured using custom iconography. To boost customer convenience and loyalty, we seamlessly integrated a subscription-based purchase option into the user journey. Understanding the importance of educating users on the different matcha grades, we developed a UX content strategy paired with compelling copywriting to enrich the shopping experience and drive results.
Driving Engagement Through Education
As the top-selling matcha brand on Amazon, Jade Leaf sought to transform their direct-to-consumer site into an educational hub that would deepen their connection with consumers. To achieve this, we created dedicated landing pages focused on essential topics such as matcha’s health benefits, how to prepare matcha, and the distinctions between different matcha grades. These pages served to educate customers while reinforcing Jade Leaf's position as an expert in matcha, driving both engagement and trust in the brand.
“I’ve worked with Gina and the ZaneRay team on two full website redesigns over 9 the last months. She has been great to work with, and has delivered two beautiful websites for us. We never needed excessive rounds of revisions or delays in our projects, she always delivered exactly what we were looking for.”
Terry Johnson, Senior Product Manager at WellMore Holdings