Kat Fernando
Open for freelance work.
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Case Study
Urban Moonshine is an independently-owned wellness brand driven to empower women’s health through herbalist-formulated supplements.
Led by women, they believe “to let plants lead us on the path toward vibrant health and thriving communities for all.”
Website:
https://urbanmoonshine.com/
Agency:
Freshwater Development
00
Overview
Role:
UX/UI design
Platform:
Shopify
Project type:
Shopify build, web design, e-comm strategy, structure optimization
01
Project Scope
With a loyal customer base and a growing market, Urban Moonshine sought a refreshed e-commerce experience that felt both accessible and rooted, while bringing clarity to its product storytelling.
The product!
Meticulously formulated supplements that empower women’s health
02
Key Challenges
01
How might we make it easier for new customers to explore and choose the right herbal remedy with confidence?
02
How might we balance brand storytelling with a streamlined path to purchase for customers new to herbal wellness?
03
How might we make learning about natural remedies feel light, visual, and rewarding, while building enough trust and curiosity to convert first-time users into subscribers?
03
Approach & Process
Rather than a complete overhaul, the team emphasized clarity, structure, and subtle visual refresh by improving navigation, product discovery, and purchase flows while applying a subtle visual lift.
01
Working within Shopify, the team redesigned key page templates to support education, trust-building, and repeat purchase behavior, all while preserving the brand’s earthy aesthetic.
02
We refined the site structure to improve product discoverability, including reorganized navigation and the introduction of “Shop by Need” to align with user intent.
03
The team simplified key shopping flows and page templates to reduce friction and make herbal product education more accessible without compromising conversion.
04
Highlights
Enhanced product page details
Support storytelling, with collapsible sections for ingredients, usage, and benefits — helping customers feel confident and informed without overwhelming them.
Ingredient glossary page
Expandable content blocks, subtle animations, and lifestyle imagery showing the interchangeable soles in action.
Shop by need navigation
Help users filter products by goals like digestion, immunity, or energy — bridging the gap between clinical herbal language and buying intent.
© Kat Fernando — 2025
All Rights Reserved
Kat Fernando
Open for freelance work.
Projects
01
About
02
CV
03
Soundcloud
04
Case Study
Urban Moonshine is an independently-owned wellness brand driven to empower women’s health through herbalist-formulated supplements.
Led by women, they believe “to let plants lead us on the path toward vibrant health and thriving communities for all.”
Website:
https://urbanmoonshine.com/
Agency:
Freshwater Development
00
Overview
Role:
UX/UI design
Platform:
Shopify
Project type:
Shopify build, web design, e-comm strategy, structure optimization
01
Project Scope
With a loyal customer base and a growing market, Urban Moonshine sought a refreshed e-commerce experience that felt both accessible and rooted, while bringing clarity to its product storytelling.
The product!
Meticulously formulated supplements that empower women’s health
02
Key Challenges
01
How might we make it easier for new customers to explore and choose the right herbal remedy with confidence?
02
How might we balance brand storytelling with a streamlined path to purchase for customers new to herbal wellness?
03
How might we make learning about natural remedies feel light, visual, and rewarding, while building enough trust and curiosity to convert first-time users into subscribers?
03
Approach & Process
Rather than a complete overhaul, the team emphasized clarity, structure, and subtle visual refresh by improving navigation, product discovery, and purchase flows while applying a subtle visual lift.
01
Working within Shopify, the team redesigned key page templates to support education, trust-building, and repeat purchase behavior, all while preserving the brand’s earthy aesthetic.
02
We refined the site structure to improve product discoverability, including reorganized navigation and the introduction of “Shop by Need” to align with purchase intent.
03
The team simplified key shopping flows and page templates to reduce friction and make herbal product education more accessible without compromising conversion.
04
Highlights
Enhanced product page details
Redesigned the PDP layout to support storytelling, with collapsible sections for ingredients, usage, and benefits — helping customers feel confident and informed without overwhelming them.
Ingredient glossary page
Easy-to-browse glossary page for the different ingredients used in formulating the supplements.
Shop by need navigation
Introduced a “Shop by Need” system to help customers filter products by goals like digestion, immunity, or energy — bridging the gap between clinical herbal language and purchase intent.
© Kat Fernando — 2025
All Rights Reserved.
Open for freelance work.
Designer & occasional DJ based in Manila, Philippines (GMT+8).
Projects
01
About
02
CV
03
Soundcloud
04
Contact
me@katfdo.com
Socials
Case Study
Urban Moonshine is an independently-owned wellness brand driven to empower women’s health through herbalist-formulated supplements.
Led by women, they believe “to let plants lead us on the path toward vibrant health and thriving communities for all.”
Website:
Agency:
Freshwater Development
00
Overview
Role:
UX/UI design
Platform:
Shopify
Project type:
Shopify build, web design, e-comm strategy, structure optimization
01
Project Scope
With a loyal customer base and a growing market, Urban Moonshine sought a refreshed e-commerce experience that felt both accessible and rooted, while bringing clarity to its product storytelling.
The product!
Meticulously formulated supplements that empower women’s health
02
Key Challenges
01
How might we make it easier for new customers to explore and choose the right herbal remedy with confidence?
02
How might we balance brand storytelling with a streamlined path to purchase for customers new to herbal wellness?
03
How might we make learning about natural remedies feel light, visual, and rewarding, while building enough trust and curiosity to convert first-time users into subscribers?
03
Approach & Process
Rather than a complete overhaul, the team emphasized clarity, structure, and subtle visual refresh by improving navigation, product discovery, and purchase flows while applying a subtle visual lift.
01
Working within Shopify, the team redesigned key page templates to support education, trust-building, and repeat purchase behavior, all while preserving the brand’s earthy aesthetic.
02
We refined the site structure to improve product discoverability, including reorganized navigation and the introduction of “Shop by Need” to align with user intent.
03
The team simplified key shopping flows and page templates to reduce friction and make herbal product education more accessible without compromising conversion.
04
Highlights
Enhanced product page details
Support storytelling, with collapsible sections for ingredients, usage, and benefits — helping customers feel confident and informed without overwhelming them.
Ingredient glossary page
Expandable content blocks, subtle animations, and lifestyle imagery showing the interchangeable soles in action.
Shop by need navigation
Help users filter products by goals like digestion, immunity, or energy — bridging the gap between clinical herbal language and buying intent.
© Kat Fernando — 2025
All Rights Reserved.
Open for freelance work.
Designer & occasional DJ based in Manila, Philippines (GMT+8).
Projects
01
About
02
CV
03
Soundcloud
04
Contact
me@katfdo.com
Socials
Case Study
Urban Moonshine is an independently-owned wellness brand driven to empower women’s health through herbalist-formulated supplements.
Led by women, they believe “to let plants lead us on the path toward vibrant health and thriving communities for all.”
Website:
https://urbanmoonshine.com/
Agency:
Freshwater Development
00
Overview
Role:
UX/UI design
Platform:
Shopify
Project type:
Shopify build, web design, e-comm strategy, structure optimization
01
Project Scope
With a loyal customer base and a growing market, Urban Moonshine sought a refreshed e-commerce experience that felt both accessible and rooted, while bringing clarity to its product storytelling.
The product!
Meticulously formulated supplements that empower women’s health
02
Key Challenges
01
How might we make it easier for new customers to explore and choose the right herbal remedy with confidence?
02
How might we balance brand storytelling with a streamlined path to purchase for customers new to herbal wellness?
03
How might we make learning about natural remedies feel light, visual, and rewarding, while building enough trust and curiosity to convert first-time users into subscribers?
03
Approach & Process
Rather than a complete overhaul, the team emphasized clarity, structure, and subtle visual refresh by improving navigation, product discovery, and purchase flows while applying a subtle visual lift.
01
Working within Shopify, the team redesigned key page templates to support education, trust-building, and repeat purchase behavior, all while preserving the brand’s earthy aesthetic.
02
We refined the site structure to improve product discoverability, including reorganized navigation and the introduction of “Shop by Need” to align with user intent.
03
The team simplified key shopping flows and page templates to reduce friction and make herbal product education more accessible without compromising conversion.
04
Highlights
Enhanced product page details
Support storytelling, with collapsible sections for ingredients, usage, and benefits — helping customers feel confident and informed without overwhelming them.
Ingredient glossary page
Expandable content blocks, subtle animations, and lifestyle imagery showing the interchangeable soles in action.
Shop by need navigation
Help users filter products by goals like digestion, immunity, or energy — bridging the gap between clinical herbal language and buying intent.
© Kat Fernando — 2025
All Rights Reserved.