InTheWild: An International E-commerce Platform


While working at a marketing agency in Chester, I was part of a team that was given the challenge of launching this international brand to the UK and managing additional launches to Spain and the USA. InTheWild’s unique selling point is that its skincare products contain the highest concentration of CBD on the market. As well as this we had various other selling points such as all their products being vegan, handmade, plant-based, derma tested and pH balanced.

My role here was to head up the development of the brand identity, along with the build of a user-friendly, multi-lingual website.


UX/UI Designer & Web Developer

User Research, Interaction, Visual Design, Prototyping & Testing, Development & Deployment.

October 2020 – February 2021


Originally hailing from Mexico, InThewild created an organically grown CBD skincare range to help people adapt to new; New things, new ingredients, new realities and new environments. They take their inspiration from the local Jaguars, who despite overhunting and deforestation, have beaten all odds and adapted incredibly to their new environment, thriving with a 20% growth in population in just five years.

Where do I come into this?

When InTheWild approached us, I was head of Web Development and Graphic Design at Umbrella Marketing Team. I was responsible for the development of this international brand, designing and developing a responsive, user-friendly website that works for users across Europe and America.

Understanding the problem

From the very first meeting with the client, it was made very clear that he was focused on creating a very easy to use platform that is built with a mobile-first design ideology as most of his traffic would come through this channel. As well as this, another of the biggest challenges we found when working with a CBD brand is that a lot of the paid advertisements and paid social media we would launch would go against the terms and conditions of places like Google, Facebook, Instagram and LinkedIn.

Our client was very keen on bringing in as much paid traffic to the site, through ad campaigns and paid social campaigns at the early stages of the launch, however, as mentioned we found that a lot of these channels were cut off to us due to the selling of CBD products. This meant that we had a much larger focus on organic marketing and bringing in social media influencer to help boost the brand.

Wireframing the solution

I began by looking at websites InTheWild liked, others they had developed in other parts of their business and also researched some competitors. By doing this I was able to develop more of a brief for the site and I was able to put together a lo-fi wireframe of a home page and an individual products page.

Mobile-First Design

Approximately half of web traffic worldwide is accounted for on a mobile device. In the third quarter of 2020, mobile devices (excluding tablets) made up 50.81% of global website traffic. This consistently hovered around the 50% mark since the beginning of 2017.

This being the case, our design and development of the website had to be structured around the design philosophy known as mobile-first design. By focusing on creating the perfect user experience on a mobile, we could expand on each element to fit the desktop and create a fully accessible and remote website.

After setting creating the header I then began looking into the structure of the system. I developed a patient roadmap as discussed would be part of our MVP along with an alternative screen showing overall wait times for each area. I took inspiration from the apple watch activity app. This would work in a similar sense, meaning the circles would all need to be closed, and any open rings mean that some jobs are incomplete.