Web Design Project
Crystal Clarity Publishers
A Unified Platform That Drove 101% Year-Over-Year Growth in Online Sales
Roles
Web Design
Code
Marketing Strategy
Analysis
This publishing house is home to the original writings of Paramhansa Yogananda, Swami Kriyananda, and other spiritual teachers, supporting truth-seekers on their spiritual journey.
As both designer and developer, could I unify the brand’s disjointed web presence into a commerce-focused platform? What would the impact be?
Challenge Accepted
Crystal Clarity’s digital presence was split across two disconnected platforms: a WordPress site for content and information, and a separate Shopify site for e-commerce. This fragmentation created a poor user experience and made it challenging to update the site.
Neither platform was performing at its best, visually or functionally, and that made it difficult for visitors to explore the full breadth of offerings.
Strategic approach
To improve the experience, we consolidated everything onto a single Shopify platform.
We selected a well-structured theme as a foundation (to decrease costs), then modified it through custom code.
One challenge was making the complete Autobiography of a Yogi available online—a content-heavy feature that required custom templates.
The client and I also worked together closely to improve the site navigation, making it easier for visitors to find what they needed and to discover more products.
Homepage AND UX DesigN
The homepage was the centerpiece of the redesign effort. It received the most intensive UX work before any visual design began.
The goal here was to surface the publisher’s extensive catalog of books and music in a way that felt genuinely enjoyable to browse.
Scrolling is the easiest thing you can do on a website—so I designed an extended homepage that showcases multiple product categories. Visitors can easily explore the depth of Crystal Clarity’s offerings without clicking through multiple pages or feeling lost.
At the same time, I ensured the design didn’t sacrifice brand storytelling for commerce. The homepage balances product discovery with sharing Crystal Clarity’s mission and values, helping visitors build a deeper relationship with the brand beyond just browsing products.
Brand Alignment
An important goal of the project was to bring the website into alignment with the broader Ananda organization’s visual identity. In large organizations with multiple sub-brands, creating visual connections between related brands can be an overlooked opportunity—yet it’s one of the most effective ways to build trust and recognition.
By visually tying Crystal Clarity to the broader Ananda Sangha Worldwide, we helped visitors understand the relationship and transferred some of that brand equity to the publishing house.
However, the client also wanted to maintain a distinct personality. I achieved brand consistency primarily through the site’s header style and allowed more individuality throughout the rest of the design.
Conversion Strategy
Beyond the platform migration and redesign, I implemented several features specifically designed to increase engagement and sales:
A newsletter signup incentive offering an immediate discount
A review system to improve conversion rates and boost SEO
Integrated donation options within the checkout flow
Enhanced email design and consultation on communication strategy
The Results
The redesigned platform contributed to stunning business results: a 101% year-over-year increase in online sales.
By giving visitors more opportunities to discover Crystal Clarity’s offerings and presenting them in a compelling way, we showed that thoughtful design is a key contributor to success.
"Working with Nabha on our website redesign was excellent. He helped us rebuild the site in a way that worked for customer engagement and also made it easy for us to manage and build the site at the same time."
Nayaswami Narayan, Co-Director of Crystal Clarity Publishers
