Hempsey's CBD

Hempsey's CBD is a Southern California-based CBD retailer selling online and through local partners. The goal was to refresh their brand identity, improve product discoverability, and deliver a website that educated new customers while providing a seamless shopping experience.

problem

As the sole researcher and designer on this project, I led end-to-end UX strategy and execution in close collaboration with the client, encompassing user research, brand identity design, and iterative A/B testing and refinement.

solution

I designed a clean, intuitive eCommerce experience that put education at the forefront — pairing clear product information, usage guidance, and transparent sourcing details with a streamlined shopping flow that reduced friction and guided customers confidently from discovery to checkout.

year

2021-2022

timeframe

1 Year

tools

Miro, Adobe XD, Framer

Hempsey's CBD came to me needing more than just a website refresh — they needed a digital experience that could bridge the gap between consumer skepticism and confident purchasing. I started by immersing myself in the CBD landscape, auditing competitors and conducting user research to understand what was holding potential customers back. What emerged was a clear pattern: users wanted education before commerce. From there, I redesigned the brand identity, mapped the user journey, and crafted a clean, intuitive eCommerce experience that put information first and made the path to purchase feel natural. The result was a modernized platform that gave Hempsey's CBD the digital foundation to educate, build trust, and convert customers with confidence.

Hempsey's CBD brought me on to lead both the rebrand and full UX redesign of their digital experience. I started with deep discovery — auditing the competitive landscape and conducting user research to identify what was preventing customers from purchasing CBD online with confidence. The findings were clear: users needed education before commerce.

Armed with those insights, I rebuilt the brand from the ground up — new logo, refreshed visual identity, and cohesive product branding — then translated research into wireframes, user flows, and high-fidelity screens. Every design decision was pressure-tested through usability and A/B testing before final delivery.

The result was a modernized eCommerce platform and brand identity that gave Hempsey's CBD the foundation to educate, build trust, and convert customers with confidence.