I began by defining the creative direction for the project.

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Wireframing
One of Thrive Market's key challenges is low user engagement—from browsing to making a purchase. Mission here, is to rethink the entire flow, ensuring a seamless shopping experience that is both visually appealing and functional. 
Another challenge is, need to accommodate varying amounts of product information—some items may have extensive details, while others have just a few sections—all while maintaining a cohesive and intuitive design.

In parallel, I started exploring how to bring everything together and created the first working prototype based on rough wireframes to see the whole picture.

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Information Architecture and User Flow
Based on client and user research, a visual framework was developed to identify the main messages and motivators for the membership service.