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Background
OxiPro, a UK based medical device brand wanted to modernise their ecommerce visuals and scale sales through optimised product detail pages. Their existing listings lacked consistency and failed to clearly communicate the product’s benefits, which was limiting growth. The goal was to transform their presence with packaging, content, and video that inspired customer trust while maximising conversion.
My Role
As Lead Designer & Creative Director, I guided the creative strategy while managing a small team of designers. Hands-on responsibilities spanned packaging design execution, photography, product detail page optmisation, 3D rendering, and directing product explainer video shoots.
Strategy & Process
- Packaging refresh: Redesigned product packaging to align with modern ecommerce best practices and strengthen shelf presence online and offline.
- Data-driven iteration: Implemented an extensive A/B testing program, continuously refining main images, product listings, and visuals until performance reached the upper limit of conversion potential.
- Educational storytelling: Produced clear, product-focused imagery and video content that demonstrated product use, reinforcing OxiPro’s authority and building consumer trust.
- 3D renders: Designed high-quality 3D renders for hero products, particularly the BP2 Blood Pressure Monitor, to display the products in a highly attractive way.
Results
- Doubled sales of the BP2 Blood Pressure Monitor — monthly revenue of this product grew from £10,000 to £20,000, directly attributable to new main image 3D renders.
- Achieved huge increases in sales across every OxiPro product detail page, ranging from 20% to 100% increases in conversion rate
- Delivered a library of consistent, high-quality digital assets for Amazon, brand website, and retail partners.
Impact
The OxiPro project demonstrates how data-led creative direction paired with strong execution can unlock significant commercial value. Beyond immediate results, our partnership evolved into a long-term collaboration, where my team continues to manage and optimise content to ensure OxiPro remains competitive at the very top of its category.
Results
Delivered a 30% increase in average conversion rates across updated product detail pages. Boosted engagement with the brand during peak season, leading to higher visibility and stronger campaign performance. Established a collaborative design process that remains in use, streamlining Incognito’s future content development.
Impact
This project demonstrates how campaign execution isn't just about visuals but effective systems and execution that align with both sides of the stakeholders. By modernising Incognito’s ecommerce content and introducing a scalable workflow, I helped the brand not only achieve immediate sales growth, but also gain the tools to sustain momentum for future campaigns. In addition to this the quantitative results speak for themself.
All content that I produced for OxiPro followed a rigorous AB testing process. This allowed me to gain valuable consumer insight and create content that massively boosted sales of OxiPro's Amazon listings. I've highlighted a few examples of my work with OxiPro.
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