Crystal Quest Water Filters
Role: Senior Designer, UX/UI & Brand
Duration: 6 Months
Tools: Figma, Adobe
Platform: Shopify
Language: Liquid, HTML, CSS
Team: 3 Contributors
Project Overview:
Turning complex water systems into a clean, high-performing digital brand; built on structure, strategy, and scalable design.
As Senior UX/UI Designer, I led the full-scale digital and brand transformation of Crystal Quest®—a global water filtration company serving industrial B2B clients and a growing B2C e-commerce audience. My role spanned strategy, design system development, packaging, and marketing execution—turning a complex sales process into a high-performing digital experience.
THE CHALLENGE
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Heavy reliance on phone-based sales despite strong website traffic.
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Unclear product fit, freight costs, and installation process causing drop-offs.
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Fragmented navigation and technical content overwhelming users.
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Missed opportunities to close e-commerce sales in real time.
USER PROFILE:
73% Desktop
15% Mobile
12% Tablet
DATA-INFORMED UX STRATEGY
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Shopify analytics and heatmaps guided our redesign priorities.
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Iterative A/B testing refined conversion flow.
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Focus: conversion, transparency, and product clarity.
KEY DESIGN SOLUTIONS
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Transparent Freight Experience: Branded “Built to Ship” with real-time cost display.
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Illustrated Installation Guides: Downloadable and on-box visuals.
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B2B Workflow Overhaul: CRM-integrated contact forms + free water testing kits.
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Information Architecture: Intent-based navigation and “Shipping & Installation” PDP tabs.
VISUAL SYSTEM
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Created a unified design system across digital, print, and packaging.
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Refreshed brand visuals to convey technical credibility and trust.
STRATEGY
ONLINE CONVERSION
+57%
RETURNS
-41%
SUPPORT CALLS
-27%
REVENUE
+32%
B2B LEADS
+18%
