My Approach
With ETRNL, I set out to architect a digital platform that solves the core challenge of the direct-to-consumer health space: building clinical trust. The goal was to merge scientific credibility with a frictionless e-commerce experience, giving ETRNL a premium digital framework to showcase its innovative teeth whitening products and establish market authority.
Vision and Innovation
The vision for ETRNL was to create a clean, minimalist, and reassuring digital environment that feels as safe and effective as the product itself. Using Shopify's advanced subscription APIs and a headless architecture approach, we crafted a cutting-edge user experience that is both lightning-fast and deeply informative. The platform is a scalable system designed to support a high-LTV subscription model and foster a community built on tangible results.
Identifying Unique Challenges
For a brand in the oral care space, the primary challenge is overcoming consumer skepticism. Customers need undeniable proof of efficacy and safety before making a purchase. The secondary challenge was to transform a one-time purchase into a recurring self-care ritual, requiring a robust and user-friendly subscription management system.
Resolving Complex Problems
ETRNL's platform resolves these issues by architecting a "Trust Funnel." We implemented a dynamic, CMS-driven Results Gallery for authentic user-submitted before-and-afters, and a dedicated Science Hub to transparently detail the product's ingredients and safety protocols. The subscription system was engineered for simplicity, making it effortless for customers to commit to a long-term routine.
User-Centric Design
At the heart of the ETRNL platform is a commitment to clarity. Every page—from the product deep-dives to the subscription management portal—is structured for intuitive navigation. We prioritized clear typography, concise information, and a seamless checkout process to ensure users feel confident and empowered at every step of their journey.
Meeting User Needs
Whether the goal is to find a safe whitening solution or to maintain a brighter smile, the ETRNL platform meets both user and agency needs. For the customer, it delivers a trustworthy, educational, and effective shopping experience. For the brand, it offers a powerful, scalable system for building a high-LTV subscription business and a loyal community.
