Location
Worldwide
Availability
2 open slots
Experience
52 stores designed
Specialization
E-commerce UI/UX design
CleanWise
Full store redesign for a DTC home-cleaning brand
Information Architecture
UX Copy
Visual Direction
Full Brand AI Imagery
Fully Responsive Design
Design System
Developer Handoff
The brand
CleanWise is an established Dutch brand selling premium robot and cordless vacuums, with thousands of verified customer reviews and steady traffic behind it.
The problem
CleanWise sells premium cleaning devices in a category one household name already owns.
Every visitor arrives comparing, most of them on a phone, at a price high enough to make hesitation the default.
A purchase like this is lost to doubt, not to price.
Does it actually work. Is the brand legit. Why not just buy the name I already know.
Most stores answer none of that fast enough, and the visitor closes the tab.
The new store was built to do the opposite: remove every doubt on the way to the button, and convert the traffic the brand was already paying to bring in.
The approach
Every decision starts from what CleanWise's real buyers hesitate over, drawn from research, not guesswork.
Structure, copy, and visual system all pull one way: answer the doubt the moment it surfaces, and make the right product the obvious choice.
Homepage, the shortest path to the right product
Most visitors land here from an ad, decide in seconds, and leave. This homepage is built to catch that decision.
The hero shows the outcome people actually want, a calm home that cleans itself, backed at once by rating, review count, and the four benefits that pull the risk out.
Real customer videos, the founder story, and a repeated trust layer carry that confidence down the whole page, until the next click is the obvious one.
A product page built for the doubting buyer
The buy box is a decision sequence. Proof first, then the value, then the risk removed directly under the button.
The variant selector steers to the right model without pressure. Real customer videos sit at the exact point of decision.
Payment friction is handled up front, and every concern the research surfaced is answered on the page, including a straight comparison against the best known competitor.
A sticky add to cart bar keeps the button in reach the whole scroll. Nothing on this page is left for the buyer to wonder about.
A full brand image library without a photoshoot
On a product page, the gallery beside the buy button is one of the highest impact pieces of content in the whole store. It is where hesitant buyers spend their attention, and it sells what text cannot.
For CleanWise I produced over forty creatives, ten to fifteen per product, each with one job: prove a feature, answer a researched concern, or make a spec mean something to a buyer.
All of it generated and art directed with AI. No photoshoot budget, no production wait. One product shot became a complete, on brand image library, consistent across every product.
Handed off ready to build
A complete design system, every button and state defined.
Developer annotations on interactions, behavior, and links, so the build matches the design without guesswork.
Hundreds of small decisions make a real difference
Most redesigns change how a store looks. This one changed what it does at every point where a buyer hesitates. A store can be beautiful and still leak sales at every step. This one was designed not to.
CleanWise
Full store redesign for a DTC home-cleaning brand
Information Architecture
UX Copy
Visual Direction
Full Brand AI Imagery
Fully Responsive Design
Design System
Developer Handoff
CleanWise
Full store redesign for a DTC home-cleaning brand
UX Copy
Information Architecture
Visual Direction
Full Brand AI Imagery
Fully Responsive Design
Design System
Developer Handoff
The brand
CleanWise is an established Dutch brand selling premium robot and cordless vacuums, with thousands of verified customer reviews and steady traffic behind it.
The problem
CleanWise sells premium cleaning devices in a category one household name already owns.
Every visitor arrives comparing, most of them on a phone, at a price high enough to make hesitation the default.
A purchase like this is lost to doubt, not to price.
Does it actually work. Is the brand legit. Why not just buy the name I already know.
Most stores answer none of that fast enough, and the visitor closes the tab.
The new store was built to do the opposite: remove every doubt on the way to the button, and convert the traffic the brand was already paying to bring in.
The approach
Every decision starts from what CleanWise's real buyers hesitate over, drawn from research, not guesswork.
Structure, copy, and visual system all pull one way: answer the doubt the moment it surfaces, and make the right product the obvious choice.
Homepage, the shortest path to the right product
Most visitors land here from an ad, decide in seconds, and leave. This homepage is built to catch that decision.
The hero shows the outcome people actually want, a calm home that cleans itself, backed at once by rating, review count, and the four benefits that pull the risk out.
Real customer videos, the founder story, and a repeated trust layer carry that confidence down the whole page, until the next click is the obvious one.
A product page built for the doubting buyer
The buy box is a decision sequence. Proof first, then the value, then the risk removed directly under the button.
The variant selector steers to the right model without pressure. Real customer videos sit at the exact point of decision.
Payment friction is handled up front, and every concern the research surfaced is answered on the page, including a straight comparison against the best known competitor.
A sticky add to cart bar keeps the button in reach the whole scroll. Nothing on this page is left for the buyer to wonder about.
A full brand image library without a photoshoot
On a product page, the gallery beside the buy button is one of the highest impact pieces of content in the whole store. It is where hesitant buyers spend their attention, and it sells what text cannot.
For CleanWise I produced over forty creatives, ten to fifteen per product, each with one job: prove a feature, answer a researched concern, or make a spec mean something to a buyer.
All of it generated and art directed with AI. No photoshoot budget, no production wait. One product shot became a complete, on brand image library, consistent across every product.
Handed off ready to build
A complete design system, every button and state defined.
Developer annotations on interactions, behavior, and links, so the build matches the design without guesswork.
Hundreds of small decisions make a real difference
Most redesigns change how a store looks. This one changed what it does at every point where a buyer hesitates. A store can be beautiful and still leak sales at every step. This one was designed not to.
Booking for July
Let's talk about your store
A short call to find what's costing you sales, and what I'd change
Let’s talk about your store
Prefer email?
tan@wayrise.studio
Let’s talk about your store
Prefer email?
tan@wayrise.studio