Ghost Website | Creating a custom e-commerce experience to introduce a lifestyle brand that’s disrupting the supplement industry.

Client: Ghost Lifestyle  |  Agency: Super Top Secret

The Ask: Propose a digital strategy to drive a custom, memorable e-commerce experience. Create a user experience that introduces a lifestyle brand and promotes conversion. 

Capabilities: Digital Strategy & User Experience Design


Ghost is a lifestyle brand started by 3 entrepreneurs who saw an opportunity in the fitness landscape to introduce a new line of supplements through a direct to consumer, loyalty driven business model. After they created a brand identity, they needed to translate their irreverent, loud and disruptive image into a digital experience. They partnered with Super Top Secret (design agency) to accomplish this creative feat.  

Digital Strategy: Through workshops and market research I captured the necessary context to present three distinct navigation models that included their aspirational feature set. In acting as the primary touchpoint to introduce the brand, the website had to show the many facets of Ghost Lifestyle that extended beyond custom ecommerce, such as ambassadors, labs, loyalty program, blog and an account portal.

UX: The website had to speak to multiple consumer groups on the edges of the mainstream from gym rats to electronic concert goers. The structure had to provide a dynamic platform that could easily be updated with relevant articles and videos. Social media was a huge focus for the Ghost team and Ambassadors were a core part of the business model. Their activities across social channels had to seamlessly support the website and vice versa. This included Instagram activity, a Youtube channel, livestreams and events.

The brand was an instant success and generated a high volume of traffic to the website upon launch. In a year post-launch the brand continues scaling to include more products and gear, which often sells out days after being released. The website remains the main portal for transaction and encourages repeat engagement with its robust loyalty program.