Tea Culture of the World has a wide range of teas and blends, each with its own story, flavour and purpose. The challenge was to make that range easier to explore and understand, while creating a shopping experience that could carry the brand’s premium character from discovery to purchase.
INDUSTRY
D2C E-commerce
SCOPE
Web Experience
TIMELINE
8 Weeks
The redesign was built for an active D2C storefront, with the goal of making discovery, product evaluation, and purchase easier across the customer journey. The performance snapshot below shows the business metrics recorded in February 2026 following the redesign.
Tea Culture had a wide and varied catalogue, but the experience wasn't making it easy for customers to navigate that range, understand the products, and feel confident about what to choose.
From the customer’s perspective
Too much to navigate: A growing range of teas could feel overwhelming, especially for customers unfamiliar with different tea types.
Not enough guidance: People needed more help understanding which products might suit their taste, routine, or needs.
Information was fragmented: Key product details weren't always presented together, making comparison and decision-making harder.
From the business perspective
The catalogue had more to offer: A large product range needed stronger pathways for customers to discover products beyond the ones they already knew.
Premium products needed more context: The experience needed to communicate the story, sourcing, and qualities behind the products rather than relying on the product name and price alone.
The path to purchase needed more confidence: Discovery, product understanding, and purchase needed to work together instead of feeling like separate steps.
With such a broad range of teas, discovery didn't have to start with knowing the difference between tea types. We introduced Shop by Mood or Need so customers could begin with what they were looking for, then explore the teas that matched it.
Discovery was only the first step. Once someone found a tea they were interested in, the product page needed to bring the right information together so they could understand the tea, evaluate their options, and make a confident purchase.
With a tight launch timeline, we needed to create a large set of visual assets while keeping them consistent with Tea Culture’s visual direction. Instead of relying entirely on stock imagery or producing every asset from scratch, I used AI to explore and develop visuals that could bring the world of tea into the experience.
The final interface brought the product, brand, and visual direction together across the journey, from discovering the range and exploring products to understanding what makes each blend different. The result was a storefront designed to make a large catalogue feel more considered, expressive, and easier to explore.