Turning a virtual care platform for midlife women into a high-converting DTC experience

Midi was created to close the care gap for women going through perimenopause and menopause - a stage of life often overlooked by traditional healthcare.

Their approach combines clinical expertise with empathy, offering personalized treatment plans through virtual, insurance-covered visits.

Backed by Google Ventures, Midi is scaling its impact across the U.S. with science-led care and innovation.

To support women beyond the appointment, Midi introduced a line of supplements, formulated by their medical team and designed to continue care at home.

This new offering needed a digital storefront that felt just as trustworthy and supportive as their core healthcare experience.

A Fast-Moving Collaboration Between Craftberry and Midi

Midi already had a platform for booking virtual care, but they needed a separate site to launch their supplement line.

The new site had to feel familiar to their loyal base of clients but built to sell products, not services.

In the short stretch of four weeks, our team of seasoned Shopify designers and developers rolled up their sleeves to build a site that felt familiar to existing patients, but optimized for an entirely different experience: shopping.

What We Delivered:

- Custom Shopify storefront

- Subscription logic and flexible purchasing

- Branded UI system tailored to the supplement line

- Scalable setup, separate from the care platform

Everything had to be clear, fast, and flexible.

Women in midlife often face confusing, clinical messaging.

Midi wanted to change that by creating a trustworthy, informative store that guides women through the best supplement decision.

Our experienced UI/UX team began with in-depth research, analyzing survey data, customer feedback, and behavioral patterns unique to Midi’s audience.

This discovery phase shaped every design decision, from layout structure to tone of voice and visual hierarchy.

The result is a storefront that’s bold yet approachable, clean but never cold.

It reflects customer psychology, user behavior, and design best practices - guiding visitors to the right supplement with confidence and clarity.

Our seasoned Shopify developers rolled up their sleeves to build a fully custom Shopify store from scratch.

We crafted every section with meticulous attention to detail. The goal was to create a storefront that felt soft, honest and warm.

We created a cohesive subscription program that ensures customers never run out of their supplements and save through flexible delivery options and built-in discounts.

The final result is a vibrant, calming and intuitive platform, where women can choose supplements and find women-to-women advices for wellbeing.

We launched on time and gave Midi a supplement store that feels like a natural part of their ecosystem.

It looks and functions differently from their care platform - but still feels like Midi.

The new site helps customers learn, trust, and buy - all in one flow. It bridges the gap between healthcare and e-commerce.