MiO had strong brand recognition, but its digital shelf was not converting as efficiently as it should have. The Amazon Brand Store was outdated, A+ content lacked structure, and Kroger placements were inconsistent. Creative was being adapted channel by channel without unified conversion logic.

This was not just a design issue. It was revenue leakage.

Kraft Heinz's consumer decision tree showed that flavor, sugar claims, and nutrition callouts were the top purchase drivers, but the shelf was not structured around any of them. The problem was not a lack of assets. It was a mismatch between what shoppers cared about and what the shelf emphasized.

MiO's target consumer (the 'Pleasure Hacker' seeking bold flavor without guilt) was not being served within the first scroll.

The goal was to replace fragmented execution with a unified system structured around how MiO shoppers actually make decisions.

A. Amazon A+ Content. Rebuilt as a conversion system mapped to the decision tree: value prop above the fold, competitive comparison (0g sugar / 0 calories vs juice, soda, energy drinks), product line breakdowns, and FAQ content sourced from Amazon Q&A to reduce friction.

B. Amazon Brand Store. Designed as a discovery-to-purchase funnel across desktop and mobile, guiding users from brand understanding to product selection through structured navigation and clear product hierarchy.

C. Multi-Channel Creative System. Built a scalable system across Kroger banners, Amazon merch banners, programmatic display, and carousel images for all SKUs. Each carousel followed a structured sequence: hero, brand moment, use case, comparison, portfolio, servings, sub-brand message, and review.

D. Video and Motion. Storyboarded and produced animated product video for A+ environments, translating product use into fast, visual communication.

E. Team and Execution. Directed a production designer and junior designer across eCommerce, programmatic, retail media, and social.

The MiO digital shelf redesign contributed to a ~8% Amazon sales lift, year-over-year. The lift occurred during the redesign window I led across A+ content, Amazon Brand Store, retailer pages, and multi-channel creative. Reported through Kraft Heinz internal analytics.

The MiO Brand Store generated $143,620 in sales from 108,287 visitors and 10,608 orders, with an average of 2.72 units per order.

Sponsored Brands drove $84,406 in sales from 27,398 visits. Organic traffic contributed $42,491 from 15,868 visits.

The Original sub-brand page led performance at $48,939, followed by Energy ($21,585) and Sport ($17,394).

374 digital assets shipped across 39 SKUs spanning eCommerce, programmatic, and retail channels.

The bigger win: the work replaced fragmented execution with a consistent conversion framework grounded in shopper decision data.