Evens 🌶️
For all things gut and gas.
OVERVIEW
Evens was Thirty Madison’s answer to digestive health — a brand that took something nobody wants to talk about (gut issues, gas, and poop) and made it approachable, colorful, and actually kind of fun.
ROLES & RESPONSABILITIES
As the first designer on Evens, I managed the Red Antler–created brand, redesigned core patient flows, and introduced new pages and cart structures to help patients make smarter decisions.
PRODUCT APPROACH
We focused on both the beginning and end of the funnel to improve the overall conversion journey. On the front end, we evaluated the quiz experience to ensure that the flow asked the right questions in a clear and structured way, removing any unnecessary repetition. On the back end, we analyzed the PDP and Checkout experiences to identify exactly where users were dropping off and addressed the key points of friction. This dual focus allowed us to target high-impact areas that directly influence acquisition efficiency and user completion rates.
MVP READINESS
Once we identified key friction points, we streamlined the sign-up flow (consolidating profile creation, trimming redundancies, and generally getting out of the user’s way). These refinements weren’t just theoretical — they directly contributed to bringing Evens’ Customer Acquisition Cost down from $68 to $50, proving that smart design choices can have real business impact.
DATA & TESTING
To keep ourselves honest, we put everything through the wringer with A/B testing and usability testing via TryMyUI and Instapage. This fast testing cycle gave us the clear signals we needed to refine each flow with confidence and speed.
