KÄBAN Saunas
Conversion-driven e-commerce UX for high-ticket wellness products
KÄBAN Saunas is a Canadian e-commerce brand specializing in premium cedar saunas and wellness products.
Role & Context
- Role: UX/UI Designer · Web Developer · Digital Strategy
- Platform: Shopify
- Industry: Luxury wellness · E-commerce
- Market: Canada (Ontario & Quebec)
- Year: 2025
Project Overview
The project focused on transforming a technically complex, high-ticket product catalog into a clear, trustworthy, and conversion-oriented shopping experience, while supporting bilingual users and regional differences across Canada.
The Challenge
Business Challenges
- High-ticket products requiring a strong foundation of trust and customer education
- Long and considered decision-making cycles
- Complex product configurations and collections
- Need to clearly communicate the value of Canadian manufacturing and materials
- Fully bilingual experience (English & French)
UX Challenges
- Information-heavy product pages with a high risk of cognitive overload
- Difficulty comparing collections and understanding key differences
- Users unfamiliar with the sauna buying and installation process
- Risk of overwhelming users too early in the journey
My Role
I led the project end-to-end, combining UX strategy, UI design, and hands-on development.
My responsibilities included:
- UX research & information architecture
- UX/UI design for desktop and mobile
- Shopify theme customization (Liquid)
- Product page architecture and reusable components
- SEO-oriented content structure
- Conversion-focused UX decisions
- Bilingual UX strategy (EN / FR)
I worked closely with business stakeholders to ensure design decisions were aligned with commercial goals and long-term scalability.
Strategy & Approach
Structuring complexity
I reorganized product information into scannable, modular sections, reducing cognitive load while preserving technical accuracy.
Instead of overwhelming users with specifications upfront, content was structured to support progressive disclosure and informed decision-making.
Designing for trust
Given the price point, trust was central to every decision.
- Clear value propositions above the fold
- Emphasis on Canadian manufacturing and materials
- Educational tone prioritized over aggressive sales language
- Visual hierarchy focused on clarity and credibility
Conversion-focused UX
The experience was designed to support long consideration cycles.
- CTAs adapted to different levels of user readiness
- Educational content strategically placed before pricing pressure
- Clear pathways toward consultation or purchase
Bilingual & regional UX
Rather than direct translation, content was adapted to:
- Quebec French cultural expectations
- Ontario English tone and terminology
- Regional logistics and buying behaviors
Design & Development Decisions
- Custom Shopify Liquid components for reusable product tabs
- Scalable architecture across collections
- Performance-conscious layout and component decisions
- SEO-friendly heading hierarchy
- Flexible structure for future product expansion
Results & Impact
While the project continues to evolve, the redesign resulted in:
- Improved clarity across product pages
- Stronger premium brand positioning
- Easier comparison between collections
- Reduced friction across the buying journey
- A scalable foundation for long-term growth
Reflection
This project reinforced several key principles:
- Luxury UX is driven by clarity, not visual excess
- High-ticket purchases require education before persuasion
- Strong information architecture benefits both users and developers
- Business context should always guide design decisions