Creating a Scalable Digital Foundation for Biofreeze's Brand Refresh
TL:DR
We needed to start fresh to launch Biofreeze’s new website, building it with little brand identity to guide us.
I managed UX/UI team, building the experience from conception to UI design and through build.
The result was a digital experience closely aligned to the offline branding, a launchpad for future iteration.
354k active users, generating 954k page views in the first year
8.9% conversion to eRetailer click by active user
25% DAU/WAU ratio, indicating strong return usage
42% of users reached 75% scroll depth on key pages
50% of engaged sessions came from organic search, with an 82% engagement rate
Introducing key visual queues throughout the design including the chevron and triangle overlay to complement the packaging.
The ‘product navigation banner’ as we affectionately named it internally, performed well in testing to help users differentiate and explore the product ranges.
Simple content design and highlighted product features support a clean pathway to eRetailer conversion.
1. Overview
Biofreeze, a non-medicated topical product for pain relief, had recently been acquired and was undergoing a global brand refresh. With no previous website in place, the business needed a new digital experience that could introduce the brand, reflect its updated identity, and guide users to the right product — all while laying the groundwork for future marketing and campaign efforts.
2. Users & Audience
The website was designed to meet the needs of two primary personas: older adults managing chronic joint pain, and younger, active individuals who wanted to stay mobile and minimise the impact of injuries. The site needed to educate users about Biofreeze’s range of products, build brand credibility, and direct them to third-party eRetailers for purchase.
3. Problem Statement
This was a greenfield build. The brand had no existing digital presence, but needed a high-quality MVP that could support user education, performance marketing, and long-term growth. The challenge was to create a launch-ready site that reflected Biofreeze’s new brand world while remaining flexible enough to evolve with future campaigns and content
4. My role
As the UX and UI lead, I managed the full design process from architecture through to final UI, and collaborated closely with the content, SEO, tech, and brand teams. I was responsible for shaping the user experience, creating digital design foundations, and ensuring delivery alignment across stakeholders.
5. Constraints
The biggest limitation was the maturity of the brand — with no digital guidelines and minimal assets, I had to develop the digital design system from the ground up. As Biofreeze is a regulated medical product, all content and structure had to pass internal and external review, adding an additional layer of oversight to the process.
6. Process
The project followed a full end-to-end workflow. I led the creation of the site architecture, developed wireframes to define structure and content logic, and built responsive UI templates that reflected the evolving brand identity. Final designs were user-friendly, accessible, and scalable — with close collaboration across content, tech, and brand teams. I also supported development during build and UAT to maintain quality through to launch.
7. Outcomes & Learnings
Brand Outcome:
The new site brought the refreshed brand to life digitally, delivering a consistent, confident, and well-structured experience that aligned with Biofreeze’s visual world across all channels.
Personal Learning:
This project was a great reminder of how digital design can help define a brand — not just reflect it. With no blueprint to follow, I had to create structure from ambiguity, turning a blank slate into a confident brand presence.
Performance:
354k active users, generating 954k page views in the first year
8.9% conversion to eRetailer click by active user
25% DAU/WAU ratio, indicating strong return usage
42% of users reached 75% scroll depth on key pages
50% of engaged sessions came from organic search, with an 82% engagement rate
You can explore the live Biofreeze website and see the latest iterations