Seed
Seed is one of the world's most respected microbiome science companies, pairing clinically validated innovation with transparent education rather than positioning itself as a conventional supplement brand.
As Seed expanded beyond its flagship Daily Synbiotic into a broader ecosystem of microbiome-based products, it needed a digital experience that could educate, build trust, and convert without compromising scientific credibility. The challenges were communicating complex science, building trust before purchase, simplifying product selection across a growing portfolio, and balancing education with conversion.
Year
2024
Client
Seed
Services
UX Research, Information Architecture, UX Strategy, E-commerce UX, Subscription Experience Design, Design System
Project goals
Rather than an attractive storefront, Seed needed a digital experience that translated scientific authority into consumer confidence.
Our strategy followed four principles: educate before selling, build scientific confidence, simplify decision-making, and create long-term customer relationships. We reorganised the IA around customer needs rather than product categories alone, designed a homepage that introduces microbiome health before promoting products, and treated each product page as both a scientific resource and a conversion page. Science storytelling and subscription management were woven directly into the journey.
Result
Seed strengthened its digital presence with a customer journey that better reflects its position as a science-first microbiome company.
The redesign makes complex research more approachable without sacrificing scientific integrity, helping visitors understand the value of microbiome health before purchasing. The refined information architecture and educational content flow improve product discovery while guiding users naturally from learning to conversion, and streamlined subscription experiences reinforce Seed's reputation while supporting growth across its expanding portfolio.
