UX Development and Design for Essentia Water

Increased engagement, retention and store locator interactions.

Team

Design Manager
Marketing Manager
Marketing Writer
Social Media Manager
2 Visual Designers

Role

Conceptualization
Design
Usability Testing
Development
SEO Analysis
Asset Management

Duration

1 Year

Overview

Essentia Water, a premium alkaline water brand, aimed to strengthen its digital presence among millennials, who are health-conscious, mobile-first, and highly active on social media. With Instagram as the primary marketing channel, the goal was to convert awareness into engagement, in-store action, and Amazon store visits.

I collaborated with visual designers to modify and create brand assets, establishing a cohesive digital identity that reflected the premium nature of the product while appealing to millennials.
View of the products available from Essentia Water

Challenges
and solutions

Key project goals:
1. Boost user engagement and retention through repeat-visit content and storytelling
2. Increase product awareness in local retail stores via social and digital touch-points
3. Drive Amazon store visits through clear product presentation and CTA links

Role
and responsibilities

My Role
As UX Designer & Developer, I:
Built Adobe Experience mockups for user flows, wireframes, and interaction patterns

Collaborated with visual designers to develop brand-aligned assets for the site

Implemented custom WordPress templates using HTML, CSS, and JavaScript

Ensured mobile-first performance, accessibility (WCAG 2.1 AA), and cross-browser compatibility

Developed SEO strategy for organic discovery

Problem-solved an external iFrame store locator for usability and branding consistency

Partnered with the marketing manager to align campaigns with UX and digital strategy

Challenges


Converting Instagram awareness into site engagement and in-store action
Communicating alkaline water benefits in a relatable, digestible way
Delivering a premium feel within WordPress budget constraints
Ensuring repeat engagement through content and storytelling
Balancing educational content with immediate access to store locator and Amazon links

Solutions
and strategy


Solutions
1. User Engagement & Retention
Created responsive templates for wellness stories and community content
Developed the “Essentia Overachievers” series, featuring sponsored high-achievers from diverse backgrounds. Personalized storytelling fostered repeat visits and engagement

2. Store Awareness & Education
Modified an external iFrame store locator for branding and usability
Designed educational walkthroughs presenting health benefits in an easy-to-digest, stepped format

3. Ensured store locator and Amazon links remained above the fold

4. Amazon Store Integration
Added product shots with direct CTA links
Links were prominent for easy user access without requiring full content walkthroughs

5. Google SEO Optimization
Implemented on-page SEO best practices for headings, meta tags, and structured data

6. Optimized templates for search visibility and conversion

Results
and impact


Engagement: +200% in first 2 months, followed by 14% average monthly growth over the year

Product awareness & mobile conversions: 65% of users on average interacted with the store locator, mobile conversions rose 89% in the first 6 months

Amazon CTR: 4% per visit on CTA links from near-zero baseline
Accessibility and cross-browser consistency ensured reliable experiences across devices
A photo of Justin's editorial page