Biocol Portfolio Acceleration

We began with a challenge: people rarely think about their liver until it’s too late, and traditional healthcare offers little proactive care. Our answer was to spark curiosity - not fear - reframing liver care from a niche medical concern into a conversation about empowerment through education, steps to longevity, and feeling better every day.

As GM leading the hero product acceleration, I guided a cross-functional initiative to define The Liver Cabinet. Partnering with growth, science, and design, I helped sharpen the brand narrative and introduced scientific storytelling through accessible, expert-backed content. We expanded the blog into an educational resource, added content around contraindications and safe product use, and enhanced the unboxing and onboarding experience with clearer guidance and health insights.

I also defined the experience architecture for the new “Liver Cabinet” portfolio page, helping customers understand the broader product ecosystem and identify which formulations best fit their needs. Complementary optimizations included a redesigned homepage, refreshed PDPs, improved welcome and retention flows, and a redefined quiz experience that guided customers toward personalized solutions while building trust at every step.

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Impact

• Liver Cabinet portfolio page: +37% conversion, +30.8% revenue per visitor

• Homepage redesign: +21% conversion, +18.6% revenue per visitor, 8.6% ATB rate

• Price testing: +72% conversion and +55% revenue per visitor

• PDP redesign: +59.0% conversion, +70.0% revenue per visitor, 26.3% ATB rate

• Diagnostic Quiz (in testing - coming soon!)

• Blog (in testing - coming soon!)