Context
This wireframe shows the Flawless Cleanser PDP with proposed additions to nudge individual product shoppers toward the full routine. New = new elements. Modified = tweaked existing. Existing = kept as-is. The Cleanser (£26) appears in both Clarity Kit (£37) and Radiance Kit (£37) — only £11 more for 4 additional products.
New #1 — Kit upsell card below ATC (highest impact)
The customer came to buy the Cleanser at £26. The kit contains the Cleanser + 4 more products for £37. That's £11 more for 4 extra products. The card shows the current product with a ✓ checkmark and the 4 additional products they'd gain. "Better Value" badge + ~~£72~~ anchor do the heavy lifting. This replaces the "Bundle and save 10%" link currently buried in the nav. If the customer arrived from the Radiance landing page, show the Radiance Kit instead. Default: Clarity (higher volume).
New #2 — Step badge + Route pills above title
Two micro-additions. The step badge ("Step 1 · Cleanse") reframes this from "just a cleanser" to "the first step in a system." Route pills show which routes include it — clicking either links to the concern landing page or scrolls to "Complete Your Routine." Zero impact on existing purchase flow. Pure additive context.
Below product hero
This product is part of your 4-step system New
🧴
Cleanse
Flawless Cleanser
⚡
Activate
Flawless Brightly
💧
Hydrate
Flawless Moisturiser
☀️
Protect
Flawless Daily
New #3 — Routine position strip ("You are here")
A visual 4-step indicator with the current product highlighted. Each other step is clickable → links to that product's PDP. Reframes the Cleanser as step 1 of a sequence. The customer sees 3 empty steps they could fill. Concern-aware: if they arrived from Clarity, show Clarity products. Default: most popular route. On mobile this scrolls horizontally.
Product Details +Existing
Our award-winning daily cleanser that removes makeup, SPF and impurities without stripping your skin barrier. Suitable for all skin types including sensitive and blemish-prone skin.
Key Ingredients +Existing
Niacinamide
Salicylic Acid
Squalane
How to Use +Modified
Step 1 of your routine: Apply to damp skin morning and evening. Massage gently for 60 seconds, then rinse.
→ Follow with Step 2: Activate (Flawless Brightly or Flawless Nightly)
Full Ingredients +Existing
Modified #4 — "How to Use" now includes the next step
Application instructions end with a coloured link: "→ Follow with Step 2: Activate." Turns product instructions into routine instructions. Minimal dev effort. Every PDP's "How to Use" should end with "→ Follow with Step [N+1]" or "→ Precede with Step [N-1]." This also benefits SEO — internal linking between product pages via contextual anchor text.
Dr S
Dr Sam Says New
"Cleansing is the foundation — but it can't fix your skin alone."
A great cleanser prepares your skin to absorb the actives that follow. Without Step 2 (your treatment serum), you're washing your face well but not treating the underlying concern. Think of it as opening the door — you still need to walk through it.
New #5 — "Dr Sam Says" authority block
The most subtle nudge but potentially the most persuasive. Dr Sam explains why this step matters AND why it's not sufficient alone. She's not selling — she's educating. But the education creates a knowledge gap: "I need Step 2." This block exists on every PDP with step-specific content. For serums: "The active does the heavy lifting, but only if you cleanse properly first." For SPF: "Protection locks in everything you've done in Steps 1-3." Each one references the other steps, creating desire for the full system.
Further down the page
Complete Your Routine New
In your bag
Step 1 · Cleanse
🧴
Flawless Cleanser
£26
✓ Added
Step 2 · Activate
⚡
Flawless Brightly
£39
+ Add to Bag
Step 3 · Hydrate
💧
Flawless Moisturiser
£34
+ Add to Bag
Step 4 · Protect
☀️
Flawless Daily SPF
£36
+ Add to Bag
Buy all 4 steps as a set: £141£167Save £26 Or subscribe via Flawless365 from £133.60/delivery
View Clarity Set →
New #6 — "Complete Your Routine" replaces "You May Also Like"
Standard Shopify recommends algorithmically — usually more cleansers or random best sellers. This shows the 3 steps the customer is MISSING, structured as a visual checklist. Step 1 shows "In your bag ✓" (green). Steps 2-4 each have "Add to Bag" buttons. Below: set savings row with £26 savings + Flawless365 pricing. This is "frequently bought together" reimagined as a system completion tracker. If the customer adds all 4, a toast notification could say "You've got the full routine! View the Clarity Set to save £26 →"
Critical — Price escalation ladder on this one page
Cleanser alone = £26. Kit (all 5 products, trial size) = £37 (+£11). Set (all full-size) = £141. Flawless365 subscription = £133.60. Each step up is easy to justify. The kit upsell catches impulse buyers in the buy box ("only £11 more for 4 products"). The "Complete Your Routine" section catches considered buyers who scroll. Two mechanisms for two psychologies. The customer sees every option without being forced — they self-select their commitment level.
Real Results New
See the Routine in Action
[ Before ]
Before
[ After ]
12 Weeks
"My skin hasn't been this clear since I was a teenager."
Grace, 34 · Clarity Route · 12 weeks
● Used the full Clarity routine
New #7 — B&A shows the ROUTINE result, not just the product
Current reviews say "love this cleanser." The B&A section shows what happens when you use the cleanser AS PART OF THE FULL ROUTINE. Attribution reads "Grace, 34 · Clarity Route · 12 weeks" — not "Grace used Flawless Cleanser." The badge: "Used the full Clarity routine." The customer can't unsee the implication: the transformation required the system, not just the cleanser. This appears on EVERY product PDP showing the same routine B&As, reinforcing: every product contributes to one outcome.
Reviews
2,341 reviews Modified
★★★★★
"Been using this as part of my full Clarity routine for 6 months. It's gentle enough for daily use but actually shifts SPF and makeup. My skin has transformed."
Sarah T. · Verified Buyer ● Clarity Route
★★★★★
"I started with just the cleanser but ended up getting the Radiance Kit after a month. Wish I'd got the kit from the start — so much better when you use the whole system."
Emma R. · Verified Buyer ● Radiance Route
★★★★☆
"Really nice cleanser, does the job without making my skin tight. Could use a bigger size option though!"
Laura M. · Verified Buyer
Modified #8 — Route badges on reviews
Capture which route/products reviewers use (via post-purchase email or review form). Display "● Clarity Route" or "● Radiance Route" badge. Two effects: (1) normalises routine buying — other customers see reviewers use the full system; (2) reviews become filterable by route. The second review is particularly powerful: "I started with just the cleanser but ended up getting the kit. Wish I'd got the kit from the start." That's a real customer validating the kit upsell card above.
🔄
Never run out. Subscribe to your full routine.
Flawless365 delivers all 4 steps on your schedule. Save 20%, free shipping, skip or cancel anytime.
£133.60/delivery · save £33
New #9 — Flawless365 full-routine banner (near bottom)
By this point the customer has seen: kit upsell (£37), routine strip, set savings (£141), B&A showing full-routine results, reviews from routine users. This banner is the final offer: subscribe to the entire routine at £133.60. Most won't convert on first visit — but the seed is planted. Also targets returning single-product customers who've reordered 3+ times and are ready to consolidate into a subscription.