Client

Lavanila

UI / UX for Natural Deodorant
E-commerce Website

A natural deodorant brand with SKU's online as well as in retail stores like Ulta + Target

DURATION

4-6 months

TEAM

Creative Strategist
Project Manager
Digital Marketer
Lead Designer
Junior Designers

KEY SKILLS + DELIVERABLES

Competitive Analysis, Lo + Hi- Def Wireframes, Interactive Prototypes, Design Research, Visual Design, Content Strategy, Prototyping, Front-End Coding

Tools

Invision
Adobe Creative Suite
Shopify Plus

My role

Lead
‍UI / UX Designer

As the lead UI/UX designer, I led the visual interaction experience from sketches through interactive prototypes. I worked alongside my team to improve and polish our clients existing e-commerce website using best practices.

DESIGN PROCESS

THE
PROBLEM

Our client's customer base online and at retail was growing - therefore, so was the need for improving the user experience.

Heuristic research led us to conduct a full visual and content site audit, which showed us various areas that needed improvement.

THE
GOAL

The goal was to increase our clients' brand awareness, grow their eCommerce business, and drive retail traffic.

site audit in strategy deck

SITE AUDIT +
COMPETITIVE
ANALYSIS

Our team conducted an in-depth review of the existing site analytics and an audit of their main competitors. The audit helped us determine what features needed to be added or replaced to be at parity with their competitors and capture market space.

ANALYZING
RESEARCH

After analyzing the research, we realized that there was a huge opportunity to streamline multiple aspects of the website - including the home page, primary navigation, category pages, + product pages.

before + after

PRIMARY NAVIGATION

By streamlining the main navigation - we were able to have our client's customers reach their desired page in two clicks instead of five.

The previous navigation was confusing because their main navigation was twice-embedded within the mega menu, as seen above. Implementing a best practice, we removed the mega menu and had the users directed to a newly built category page.

    category page

    CATEGORY PAGE

    On the category page, we added features such as product filtering to help users find their favorite product while also being introduced to new ones. The user could now search by product type, size, and scent, with scent being one of the white space categories that could help separate clients from their competitors.

      lo-fi wireframe

      before and after product page

      PRODUCT PAGE

      The product page had various issues, including that it was difficult for a user to self select a product.

      The product type linked to a solid color; The user had to select each color to differentiate the products as there was no indication what the color meant.

      We solved this issue by streamlining the users ability to self select + explore products by adding an ingredient visual and product name.

      We also implemented these solutions on the product page -

      • Condensing product information such as product description, how to use and ingredients into one module
      • Adding an icon-based free-from module, which touted what ingredients their natural formulas were free-from
      • Creating a FAQ Module with the most asked questions by product
      • Added a Review section for user confidence and social-proof

        MOBILE

        We also designed for a mobile-first approach, making sure to also address pain-points users would have on the desktop version.

        The product page on mobile also gave users quick access to all of the products on one product page.

        The add to cart module was also stickied to the bottom of the browser, allowing the user to select the product size, quantity and add it to their cart without scrolling.

        ANALYTICS

        ClICK HEAT MAP

        Click heat mapping also showed that users could not only understand the new product selection modules flow but also explore more of the educational content.

        SCROLL HEAT MAP

        This before and after heat mapping image shows that users were now scrolling a lot more with the new re-design than before. Users were now able to explore the content much faster - which correlates to how much quicker they could reach check-out.

        RESULTS

        360%
        increase in
        orders
        63%
        increase LFV
        per user
        3%
        increase in average order value
        269%
        increase in
        sales
        140%
        increase in
        conversion rate
        19%
        increase in users
        reaching checkout
        We reached our client's end overall goals within two months of launching.
        • Integrating established design elements from packaging and marketing onto the website to solidify the brand's presence.

        • Creating a new flow for users to search for educational content + products helped increase checkout reach

        • Re-working their store navigator to help drive traffic to their retail partner's locations.

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