PROJECT OBJECTIVE (NON-NEGOTIABLE) Design a conversion-first, premium, trust-driven ecommerce experience for True Sweet Co. that: Clearly communicates product value in <5 seconds Improves conversion rate (primary KPI) Supports SEO-driven content structure Builds strong trust in a sensitive category (diabetic/keto) Aligns with “No to Sugar” awareness positioning (India context) This is NOT a visual project. This is a conversion + UX + business outcome project PROJECT SCOPE Pages to be Designed in Figma Core Pages: Homepage Product Detail Page (PDP) – for both SKUs Collection Page Landing Page (Ads-focused) About / Brand Story Blog / Educational Page DESIGN PRINCIPLES (MANDATORY) The design MUST follow: 1. Conversion-First Thinking Every section must answer: Why should I trust this? Why should I buy this now? 2. Information Hierarchy User should not think. Flow must be: Hook → Trust → Education → Proof → Action 3. Trust Over Hype No vague claims No gimmicks No clutter 4. Mobile-First Design 70–80% traffic expected from mobile Thumb-friendly UI Clear CTA visibility 5. Premium Clean Label Aesthetic Minimal White space Structured content DETAILED PAGE-WISE EXPECTATION 1. HOMEPAGE (MOST IMPORTANT) Goal: Convert cold visitors → buyers SECTION BREAKDOWN 1. Above the Fold Goal: Immediate clarity Must include: Headline: “Say NO to Sugar. Switch to Clean Sweetness.” Subtext: Clean, simple explanation Product visual (both SKUs) Trust badges: 1:1 Replacement Zero Glycemic Impact NABL Tested Primary CTA: Shop Now 2. Problem Section (Why Sugar is Bad) Visual + short explanation Simple, not fear-based overload 3. Comparison Table (CRITICAL) Sugar vs True Sweet Co. 4. Ingredient Transparency Only 2 ingredients No erythritol / no fillers 5. “No to Sugar” Movement Section Subtle India relevance Not political, but awareness-driven 6. Product Section (ONLY 2 PRODUCTS) Sachet (entry product) 250g pouch (value product) Must include: Usage context Pricing clarity CTA 7. Social Proof Reviews Testimonials Real use cases 8. Objection Handling (VERY IMPORTANT) Taste? Diabetes safe? Side effects? 9. Bundles Section Starter combo Value packs 10. Final CTA Strong closing section 2. PRODUCT DETAIL PAGE (PDP) Goal: Convert intent → purchase Required Structure: Product Hero Images Price Variant CTA (sticky) Key Benefits (icons) Why Better Than Sugar Ingredient Breakdown Usage Section Tea / coffee / daily use Social Proof FAQ Bundle Upsell MUST INCLUDE: Sticky Add to Cart (mobile + desktop) Clear pricing hierarchy Trust reinforcement 3. COLLECTION PAGE Clean product grid Filters (if needed) Short intro (SEO-friendly) 4. LANDING PAGE (ADS) Goal: Max conversion No distractions Direct messaging Strong CTA repetition Minimal navigation 5. ABOUT PAGE Brand story Why True Sweet Co. Mission (No to Sugar) 6. BLOG / SEO PAGE Must be structured for: Educational content Keyword ranking Internal linking to products DESIGN SYSTEM REQUIREMENTS Colors: White base Soft blue / green accents Clean, health-focused palette Typography: Highly readable Modern, premium Components: Buttons Cards Icons Tables (comparison) FIGMA DELIVERABLES Must Provide: Complete Figma file Desktop + Mobile designs Design system (styles + components) Clickable prototype WHAT TO AVOID Template-based Shopify designs Over-designed UI with no conversion logic Too many animations Cluttered layouts SUCCESS CRITERIA Design will be evaluated based on: Clarity of messaging Flow of information Conversion potential Trust-building effectiveness Mobile usability IDEAL DESIGNER PROFILE Strong ecommerce UX experience Shopify design background CRO understanding Ability to think beyond visuals BENCHMARK (IMPORTANT) We are inspired by competitors like: BeyondTheSugar (good branding) But we aim to: Be more structured, more trustworthy, and more conversion-focused FINAL EXPECTATION We are not looking for: A designer We are looking for: Someone who can design a business-performing website BONUS (OPTIONAL BUT PREFERRED) Suggest CRO improvements Suggest SEO content structure Suggest AOV strategies (bundles)