eCommerce · UX · Conversion

Cali Super
Soil

A clearer storefront for CaliSuperSoil, built to make product discovery easier and turn customer trust into sales.

WordPress
RoleeCommerce Designer
ScopeStorefront UX, theme design, and campaigns
PlatformWordPress
OutcomeClearer discovery, trust, and conversion
CaliSuperSoil storefront

A store built around how people choose.

The project brought product education, proof, and purchasing into a more focused journey. I simplified the hierarchy, strengthened the visual language, and designed reusable sections for campaigns and launches.

The result was a storefront that felt approachable while still communicating the detail customers needed to make a confident purchase.

45%reported revenue growth across the connected brand program
2connected brands supported across storefronts and campaigns
2021–25website, campaign, and lifecycle collaboration
CaliSuperSoil campaign graphics and product visual system
Campaign and product graphics created to keep promotions recognizable across the customer journey.
CaliSuperSoil promotional email campaign designs
Email campaigns extending the storefront’s product education, seasonal offers, and visual identity.

Connecting merchandising with campaigns

Business need

CaliSuperSoil needed product discovery, education, and purchasing to feel like one clear journey.

My responsibilities

Storefront UX, theme design, product content, and campaign creative.

What I changed

Simplified the hierarchy and created reusable sections that connected product information, customer trust, and promotions.

Tools

WordPress, WooCommerce, HTML/CSS, and Adobe Creative Cloud.

Results and context

From 2021 to 2025, this work contributed to a clearer storefront and a reusable campaign system. The 45% revenue figure reflects the broader program across The BudGrower and CaliSuperSoil rather than this WordPress redesign alone.