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ETHNIQ
E-commerce Experience Redesign
MY ROLE
Led the end-to-end UX design process, including UX audits and competitor analysis, creating user flows, wireframes, and high-fidelity designs for both mobile and web, while collaborating on the design system and usability improvements.
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Skin Health
Digestive Care
Lung Care
Migraines
Kidney Care
General Wellness
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Uro Fizz
★★★★★
(213)
₹495.00
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Lung Detox Tea
★★★★★
(213)
₹795.00
₹1,299
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Skin Revive
★★★★★
(213)
₹350.00
₹1,299
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3
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Respi Revive Avleha
★★★★★
(213)
₹650.00
₹1,299
Pack of
1
2
3
Add to Cart
Gut Shot (Pack of 12)
★★★★★
(213)
₹240.00
₹1,299
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1
2
3
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Easy Peasy Gut
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Skin Revive
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₹700.00
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CONTEXT
Healing Through Food, Not Chemicals
Ethniq is a new-age wellness brand built on a powerful belief: “Food is Medicine.” Unlike conventional healthcare products that rely on synthetic chemicals, Ethniq develops food-based, clinically tested remedies designed to heal the body naturally.
The challenge was not just designing a website—but shifting user perception from “medicine” to “natural healing backed by science.
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Easy Peasy Gut
Turmeric & Ginger Blend
4.8
234 reviews
In Stock
Price
₹650
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₹450.00
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₹750.00
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6 Months
₹950.00
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Key Benefits
Reduces Bloating
Natural relief from digestive discomfort
Improves Digestion
Enhances nutrient absorption
Anti-inflammatory
Reduces gut inflammation naturally
Boosts Immunity
Strengthens your immune system
Ingredients
Pudina (Mint)
Ajwain (Carom Seeds)
Saunf (Fennel)
Jeera (Cumin)
How to Use
Mix 1 teaspoon with warm water or milk. Consume 30 minutes before meals, twice daily for best results.
(Customer Reviews)
What Our Customers Say
4.8 out of 5
★★★★★
Productivity improved a lot
I take a small pea-sized amount in the morning with milk. My focus has improved and I feel more productive throughout the day.
M
Manish
Mumbai · Google Reviews
★★★★★
Productivity improved a lot
I take a small pea-sized amount in the morning with milk. My focus has improved and I feel more productive throughout the day.
M
Manish
Mumbai · Google Reviews
★★★★★
Productivity improved a lot
I take a small pea-sized amount in the morning with milk. My focus has improved and I feel more productive throughout the day.
M
Manish
Mumbai · Google Reviews
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Best Seller
Skin Revive
★★★★★
(213)
₹350.00
₹1,299
Pack of
1
2
3
Add to Cart
Respi Revive Avleha
★★★★★
(213)
₹650.00
₹1,299
Pack of
1
2
3
Add to Cart
Gut Shot (Pack of 12)
★★★★★
(213)
₹240.00
₹1,299
Pack of
1
2
3
Add to Cart
Uro Fizz
★★★★★
(213)
₹495.00
₹1,299
Pack of
1
2
3
Add to Cart
Lung Detox Tea
★★★★★
(213)
₹795.00
₹1,299
Pack of
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2
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Order ID: #ORD-2026-001
Placed on: March 15, 2026
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Easy Peasy Gut
₹2,199
Variant: Default Title
Qty: 1
Ship To:
123 MG Road, New Delhi, Delhi 110001
Delivery expected by:
Delivered on March 18, 2024
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Order ID: #ORD-2026-002
Placed on: March 15, 2026
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Lung Care Duo
₹2,199
Unflavored | Combat Signs of Aging
Qty: 1
Ship To:
123 MG Road, New Delhi, Delhi 110001
Delivery expected by:
Delivered on March 18, 2024
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Order ID: #ORD-2026-003
Placed on: March 15, 2026
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Gut Shot
₹2,199
Unflavored | Combat Signs of Aging
Qty: 1
Ship To:
123 MG Road, New Delhi, Delhi 110001
Delivery expected by:
Delivered on March 18, 2024
Out for delivery
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Problem
Trust & Positioning Challenges
Despite a strong product foundation, Ethniq faced key UX and positioning challenges, including category confusion due to brand ambiguity, a trust deficit around natural remedies, a complex value proposition that was hard to communicate simply, and low conversion caused by high cognitive load—users struggled to understand what the product does, how it works, and why it’s better than chemical alternatives—along with a lack of clear differentiation in a market split between traditional Ayurveda and clinical pharma approaches.
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Book Appointment
Dr. Ankit Sharma
BAMS, MD (Ayurveda)
4.8
Experience: 15+ years
Dr. Sunita Radhe
BAMS, PhD, Nutrition Specialist
4.8
Experience: 6.5 years
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AI Vaidya
Quick Questions
🌿
Best remedy for bloating?
Gut Health
💪
Boost my immunity naturally
Immunity
✨
Clear skin naturally
Gut Health
🧘
Manage stress & anxiety
Gut Health
Explore Topics
Daily Wellness Routine
Get a personalized morning routine
Food Compatibility
Learn which foods work together
Seasonal Eating Guide
What to eat based on the season
Dosha Assessment
Discover your Ayurvedic body type
AI Vaidya
Namaste! I'm your AI Vaidya assistant. I combine ancient Ayurvedic wisdom with modern nutritional science to guide your healing journey. How can I help you today?
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Ask about your health...
STRATEGY
Trust & Science-Led Experience Strategy
The strategy focused on clarity and trust by simplifying messaging and balancing clinical structure with natural cues, while reinforcing Trusted Standards—Ministry of AYUSH approved, FSSAI certified, evidence-based, clinically proven, GMP and ISO certified—highlighting Key Benefits such as respiratory support, immunity boost, natural herbs, clinically tested effectiveness, strengthened lung capacity, and enhanced natural defense, and showcasing Nature’s Finest Ingredients including Vasa, Mulethi, Pippali, Marich, Safed Musli, and Amla.
SOLUTION
Trust-Driven Conversion Optimization
The solution delivered clear, science-backed positioning, a structured problem-first flow, and stronger trust through ingredient transparency and validations like Ministry of AYUSH and GMP, while improving conversions with simplified journeys and ensuring scalability through a modular design system.
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Confirmed
OUTCOME
Balancing usability and security
Ethniq evolved into a distinct wellness category leader by positioning itself as a science-backed natural healing brand, introducing a new mental model that food is not just nutrition but treatment, establishing a scalable foundation for future product launches and category expansion, and reinforcing its core belief that the body heals best when it recognizes what it consumes.