STRATEGY

CREATIVE

Creating a PDP blueprint
for a modern cannabis wellness brand

CHALLENGE

CBD THC Gummies

This brand was new to the market, offering a strong product and a compelling story. However, none of that was reflected on the site.

The product pages felt bare. The copy was vague, the education was light, and there was no clear flow to guide someone through the decision.

For a first-time CBD or THC shopper, the page created more doubt than clarity.

Will this actually help me sleep?

How will it make me feel?

Is it safe, and how much do I take?

They needed one master PDP template that could

  • bring the brand story onto the product page

  • build trust for cautious first-time buyers

  • guide people smoothly to purchase

  • scale across future gummies and flavours

I led creative strategy and copy for the new PDP, from research and insights to page strategy, wireframe, narrative, and close collaboration with design.

Process at a glance

  • Understand audience, brand, and category

    Understand audience, brand, and category

    Review customer insights, brand goals, and leading CBD and THC brands to spot purchase drivers, friction points, and the space this PDP can own.

  • Geometric drawing of an outline square with sections divided by vertical, horizontal, and half circle lines.

    Set the strategy for the page

    Define the core promise and key messages, the objections we need to answer, and the proof that moves shoppers toward purchase.

  • Geometric drawing of an outline square with sections divided by vertical, horizontal, and circle lines.

    Architect the experience

    Translate strategy into a PDP wireframe and content hierarchy, shaping layout, flow, and key interactions so the page feels intuitive, reassuring, and naturally leads to add to cart.

  • Geometric drawing of an outline square with sections divided by vertical, horizontal, and diagonal lines.

    Develop and refine creative

    Write conversion focused copy, brief designers on the wireframe with clear direction and references, then refine layout and language together through reviews until the PDP is ready to test and scale.

UNDERSTAND AUDIENCE, BRAND AND CATEGORY

Early inputs came from three places

  • Customer insights
    product reviews and ad comments from women using CBD and THC for sleep and stress

  • Behaviour
    Hotjar recordings and heatmaps on the existing PDP to see where visitors stalled, skimmed, or dropped off

  • Brand and category
    internal insights from customer service and persona work, plus a review of how other cannabis wellness brands talk about sleep, anxiety, and dosing

Clear patterns emerged

  • Shoppers were curious about THC but nervous about feeling out of control

  • Many wanted an alternative to wine or sleep meds and worried about next-day fog

  • Dosing, timing, and “how will this actually feel in my body” were the biggest unknowns

The job of the PDP

Help a stressed but hopeful shopper feel calm, informed, and safe enough to make this gummy part of a nightly routine.

SET THE STRATEGY FOR THE PAGE

With the audience and context clear, the next step was deciding what this PDP needed to say and prove.

Core promise

  • Deep, fast acting, predictable sleep support without next day fog

Key messages

  • A calm slide into sleep, not a heavy knock out

  • Smooth, fast onset that feels gentle and controllable

  • Clear guidance on when to take it, how much to start with, and how the experience typically feels

  • Thoughtful blend of CBD, THC, and CBN designed for steady overnight support

  • Unique regional flavours that feel familiar and nostalgic, not clinical

  • Real people finally making it through the night and waking up rested

Objections to answer

  • Will I feel too high or zoned out

  • Will I be foggy the next morning

  • Is this safe on a work night

  • Is this actually different from other gummies

Proof required

  • Simple ingredient and process story in everyday language

  • Reviews and quotes from shoppers who match the target customer

  • Straightforward dosing and safety guidance that reassures without sounding clinical

This PDP was set as

  • the main landing for sleep focused ads and email traffic

  • the template for future SKUs

Everything on the page had to support that strategy.

ARCHITECT THE EXPERIENCE

Strategy moved into Figma for wireframing. The goal was an intuitive flow for first-time THC shoppers that reduces friction.

Key decisions

  • Lead with how a night on the gummy feels, then layer in cannabinoids and detail as support

  • Give dosing and timing their own clear block above deeper ingredient content so new shoppers know exactly where to start

  • Organise product details around real trade-offs shoppers are making, like sleep aids, nighttime wine, and other gummies

  • Build a light two-path journey so skimmers can scan headlines while detail seekers can go deeper into sections and FAQs

  • Place reviews, safety notes, and trust markers beside key decision moments, not just stacked at the bottom

The wireframe gave every block a clear job - reassure, explain, prove, or prompt action so by the time design stepped in, layout and interactions were already set up to support conversion, not just look good.

DEVELOP AND REFINE CREATIVE

Story, structure, and design direction were developed side by side so every block on the PDP had a clear job and feel.

A few key decisions shaped the creative

  • Lead with how a night on the gummy feels, then layer in ingredients and science as support

  • Carve out a dedicated “how it works and when you feel it” section to address timing and onset directly

  • Give dosing its own simple, visual moment so first timers know exactly where to start

  • Thread reassurance through the page in small moments (tone, labels, FAQs), instead of one heavy “warnings” block

From there, the design team was briefed using the Figma wireframe, with clear guidance on

  • hierarchy and section priorities

  • how much space each story beat needed

  • the balance between education, reassurance, and conversion moments

Across design rounds

  • layouts were adjusted to keep the narrative clear and scannable, especially on mobile

  • visual emphasis was shifted so trust and clarity showed up at the points where shoppers hesitated in Hotjar

  • copy and structure were refined together until the PDP felt cohesive and ready to test as the blueprint for future gummies.