Website Redesign
Page Types Designed
Product Designer
Vitals is a Bangkok-based health supplement retailer — vitamins, proteins, fish oils, collagen — sold online and across three physical stores in Bangkok. Their website had a critical problem: it didn't look like a business worth trusting.
My job was to redesign the entire platform from the ground up — web and mobile — and then design the CMS that would let the Vitals team manage it independently.
Three things were actively hurting the business:
Products existed in an infinite scroll. No proper filters. If you knew exactly what you wanted, you still couldn't find it efficiently.
No trust badges, no reviews, no clear return policy, no visible contact information. For a health supplement brand — where users are putting things in their bodies — trust is everything. The site looked like a scam.
No accounts, no order history, no order tracking. Users had no relationship with the platform beyond a single transaction.
Trust through volume — thousands of reviews, detailed product information, clinical interface. Too overwhelming, not personalized.
Influencer-driven product discovery. Strong on personality, weaker on trust signals.
Broad inventory, poor design quality. An opportunity — a well-designed local platform could win on experience where global platforms win on selection.
"100% Genuine. 100% Guaranteed." isn't decoration — it's an answer to the question every new visitor asks. I introduced trust signals at every critical touchpoint: homepage, product cards, product detail pages, and checkout. Reviews with star breakdowns, stock availability, social proof counters, and clear payment information — all designed to answer doubt before it forms.
Category, Brands, Price Range in Thai Baht, Offers/Discounts — with active filter chips and sort options. Product cards carry contextual badges: Trending, New Arrival, Selling Fast, Expert Recommended. And critically: an empty state — "No Products Found" — because what happens when things go wrong matters as much as the happy path.
Vitals works with real Thai influencers — beauty experts, fitness models, athletes. Each expert has a profile page showing their recommended products with their personal endorsement. It's social proof and product discovery combined. Users who follow Topz (Mister Supranational Thailand) can see exactly what he takes and buy it in two taps.
The most innovative feature in the project. Doc Vitals is an AI-powered health advisor embedded directly in the shopping experience. Users ask health questions, describe symptoms, or request product recommendations — Doc Vitals responds with guidance and surfaces relevant products inline.
Designing this responsibly was as important as designing it well. A mandatory disclaimer appears before the chat opens. A 10-step Health Questionnaire builds a personal profile over time — making recommendations progressively smarter. This is live at vitals.co.th.
Most designers design the happy path. I designed what happens when things go wrong — because that's where trust is actually built or lost.
Low stock warnings. Sold out with Notify Me email capture. Items going out of stock during checkout. Payment failure with alternative method prompt. Network error with branded screen. Each state is invisible when everything works — and essential when it doesn't.
Designing the platform is only half the job. The other half is making sure the client can run it without coming back to me."
I designed a full content management system that gives the Vitals team complete editorial independence — managing products, banners, blog posts, expert profiles, and promotional content without needing a developer for every update.
This is what makes the redesign sustainable long-term. The front-end experience is only as good as the team's ability to keep it fresh and accurate.
CMS - Customer Analytics
CMS - Operational Reports
CMS - Banners Management
Homepage
Product Listing Page
Product Detail Page
Doc Vitals AI
Expert Page
Expert Detail Page
Cart Page
Checkout page
Network Error Page
CMS
The redesign transformed Vitals from a single-page infinite scroll into a complete e-commerce ecosystem — covering product discovery, trust architecture, personalization, AI-powered guidance, and post-purchase account management.
Delivered in 3 months as the sole designer. The platform is live, serving customers across Thailand in both English and Thai.
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