Website Redesign For Natural Equine Essentials

Improving User flow and Experience

Overview

Natural Equine Essentials is an ecommerce brand focused on natural equine, canine supplements and wellness products. The redesign focused on improving the shopping experience, simplifying navigation, and creating a clearer path to purchase.

Before

After

Problem

The original website created friction throughout the customer journey and made it difficult for users to browse products efficiently.

Key Issues:

  • Disorganized navigation
  • Weak information hierarchy
  • Excessive scrolling
  • Unclear calls-to-action
  • Product discovery challenges
  • Every product/page opened in a new browser tab

 

One of the biggest usability issues was that nearly every interaction opened a new tab, disrupting the shopping flow and creating a frustrating browsing experience.

Goals

Simplify
Navigation

Create Stronger
Visual Hierarchy

Improve
Conversion Flow

Modernize
Overall Experience

Solution

WireFraming Process

Low-fidelity wireframes were created early in the redesign process to simplify the user journey and reorganize the website structure before moving into visual design.

Simplified Navigation

The navigation was reorganized to prioritize products, research content, testimonials, and brand information in a more intuitive structure.

Improved Information Hierarchy

Content was restructured to guide users more clearly through the experience using:

  • Stronger typography
  • Better spacing
  • Clearer CTAs
  • More focused product sections

Conversion-Focused Experience

The redesign reduced unnecessary distractions and shortened the path between product discovery and purchase.

Consistent Browsing Experience

All unnecessary “open in new tab” interactions were removed to create a smoother and more predictable user journey.

Outcome

The redesign transformed the website into a cleaner, more conversion-focused ecommerce experience that better aligned with modern UX standards while maintaining the premium equine brand identity of Natural Equine Essentials.

Since launch, the redesigned website has generated over $15,000 in online sales and continues to grow, helping create a stronger digital shopping experience and a more effective ecommerce presence for the brand.

Visit the site, https://naturalequineessentials.com/