- Design + UX
- Shopify Plus
This Works is a premium British wellness and skincare brand renowned for its clinically proven, science-first formulations. Best known for its iconic, award-winning Deep Sleep Pillow Spray, the brand has carved out a unique market niche where aromatherapeutic luxury meets rigorous laboratory validation. Every product in their extensive catalogue undergoes independent user panels and clinical trials, ensuring that the brand promise matches verified reality.
Improvement in Conversion Rate
Gross Revenue YoY
Increase in Average Order Value
The Challenge
Despite a strong market presence and high demand, This Works faced significant friction across its international e-commerce landscape. The digital experience had become fragmented across multiple regions, failing to translate the brand’s deep clinical heritage into a high-performance, seamless commerce strategy.
The primary blocker laid in the user experience. The brand needed to convey complex scientific data and clinical trial results to establish efficacy, but doing so on a legacy architecture risked creating heavy cognitive load and a cluttered interface. Furthermore, a traditional, over-cluttered meganav was causing discovery issues, preventing customers from navigating the multi-tiered ecosystem of product categories and individual wellness concerns effectively.
The Strategic Objectives
To unlock global scalability and align digital performance with brand prestige, Field established a clear, unified vision for the new build. The immediate priority was replacing a fragmented international setup with a cohesive, scalable global framework across the UK, US, and EU markets. Crucial to this expansion was an overhaul of the user experience; we aimed to reduce cognitive load through a highly structured navigation system that offers customers intentional, stress-free paths based on either product type or specific physical concerns.
By removing these friction points and seamlessly integrating recurring subscription options, the architecture was intentionally positioned to drive high-growth commercial performance, boosting core e-commerce metrics like conversion rate and average order value. Ultimately, the overarching objective was to establish product efficacy as the primary conversion driver, communicating complex science cleanly without ever compromising the premium, minimalist aesthetic of the interface.
Our Approach & Solution
We designed a clinical-first digital language that positions data as an asset rather than a distraction. We balanced rich educational content with frictionless commerce, ensuring the brand's scientific integrity remains the hero of the experience across every device breakpoint.
To overhaul discovery, we removed the legacy navigation entirely, replacing it with an immersive, full-screen overlay. This focused navigation structures the customer journey into two distinct, intentional tiers: shopping by product category or browsing by specific physical concern. By removing the visual noise of a traditional header, users remain focused on their objective path.
Technical Architecture
The architecture was entirely rebuilt on Shopify Plus to provide a robust, scalable global flagship infrastructure capable of handling high-velocity commercial periods like Black Friday Cyber Monday.
The Product Detail Page was completely reimagined as a comprehensive education and commerce hub. To solve the challenge of presenting clinical data without overwhelming casual shoppers, we engineered an innovative "Geek Mode" toggle. When activated, the interface cleanly expands to reveal in-depth technical data, fMRI brain imaging insights, and clinical trial statistics, keeping the default UI clean, rapid, and premium.
Additionally, to cultivate long-term customer value, subscription mechanics were built directly into the core purchase journey, allowing frictionless opt-ins for recurring wellness essentials.
The Transformation
The final output delivered a total digital transformation for This Works. The site operates as a unified global storefront that balances aesthetic refinement with functional excellence. By engineering custom content layers and a responsive, component-driven design system, the internal team can now scale content effortlessly across international regions. The final experience effectively bridges the gap between luxury self-care and medical-grade proof, giving consumers complete transparency at the exact point of purchase.
Commercial Impact & Metrics
The transition to the new Shopify Plus flagship drove record-breaking engagement and commercial returns, proving that transparency and an elevated user experience directly correlate with revenue growth.
