I led the design and delivery of a ground-up digital storefront—tailored specifically for local customers, mobile-first behaviour, and the brand’s bold UK heritage. Starting with stakeholder alignment and competitor analysis, I developed a UX strategy that balanced brand storytelling with conversion performance. I mapped user journeys, defined the content strategy, and designed an intuitive information architecture optimised for product discovery. Key features like “shop by goal” pathways and bundle builders helped first-time users navigate complex product choices with ease. The final experience featured bold visuals, conversion-focused layouts, and a scalable component system that supports future growth across new products and campaigns. With no previous digital presence in Australia, this platform became the foundation for MaxiNutrition’s entry into the market, successfully localising a global brand for a new, performance-driven audience.