Green Compass
As Director of Digital Experience, I led all aspects of the digital customer journey for a growing CBD wellness company — enrollment design, branding, email marketing, video production, and back office systems — in one of the most regulated industries in e-commerce.
Years
2024
Role
Director of Digital Experience
Scope
UX/UI Design · Enrollment Flows · Brand Direction · Email Marketing · Content Production
Challenge
Green Compass needed a full-funnel digital experience in an industry where you can’t make health claims, payment processors are skeptical, and every state has different CBD shipping laws. Enrollment flows, branding, marketing, and back office systems all needed to work together, and all of it had to be compliant.
Solution
Served as Director of Digital Experience, owning the entire digital presence end to end. Strategy, creative direction, production, and cross-functional leadership across compliance, marketing, and development. Less about executing a brief and more about figuring out what the brief should be in the first place.
Designing complexity out of a deeply complex enrollment system.
The Balance and Restore bundle builder had to handle product restrictions, state-by-state shipping limits, age verification, autoship setup, FDA disclaimers, and distributor relationships, all without overwhelming a user mid-purchase. Progressive disclosure was the design principle that made it work: show the right rule at the right moment, not all of them at once.
Brand direction across every touchpoint, not just the website.
Email campaigns, social content, product photography direction, video editing, conference videos, trade show materials. A lot of ground to cover, and it all had to feel like the same brand. That kind of consistency takes more than a style guide. It takes someone holding the standard every day across every deliverable, alongside a team that actually cares about the work.
Industry Challenge
CBD is the rare industry where your biggest design challenge is legal, not creative. FDA regulations restrict health claims. Platform advertising bans limit reach. State laws create a fragmented compliance map that changes constantly. Designers who haven’t worked in this space underestimate how much of the UX is actually legal strategy.
Opportunity
In a market where most brands lean into vague wellness language and hope for the best, Green Compass committed to transparency and compliance as a design value. That’s the positioning that builds durable trust, and the products and flows I designed made that trust legible at every touchpoint.
Heuristic analysis as an ongoing design practice, not a one-time audit.
Most teams do a usability review at launch and move on. At Green Compass we kept evaluating, kept finding friction, and kept fixing it. That ongoing discipline is what separates a digital experience that grows with the company from one that quietly falls apart.
Farm to lab. Organic but verified.
These women wanted to know exactly where their CBD came from and exactly what was in it. They weren’t choosing between natural and trustworthy, they wanted both. Every photo, video, and social post had to feel like it came straight from a clean farm and passed through a rigorous lab. Too polished and it felt fake. Too raw and it felt risky. The sweet spot was real, beautiful, and backed by science.
Challenges & Obstacles
CBD is a legal gray area and payment processors know it. Some won’t touch it at all, others will but with rules that change how checkout has to work. Every piece of copy had to go through compliance before it could go live. And through all of that, there was one person holding the creative together. You learn pretty quickly what actually matters when you can’t do everything.
Conclusion
Most regulated industries use compliance as an excuse for bad design. Green Compass didn’t. Every restriction became a design problem worth solving. And when you do that consistently across every touchpoint, users feel it even if they can’t name it. That’s what trust actually looks like.
Outcomes
50 states
Compliant enrollment flow launched
4 channels
Cohesive brand across email, social, web & video
Scaled
Visual identity built to grow with the company