Lavanila

Research + Visual Design
UI / UX for Natural Deodorant
E-commerce Website

Client

Lavanila

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

TEAM

Creative Strategist
Project Manager
Digital Marketer
Lead Designer
Junior Designers

DURATION

4-6 months

KEY SKILLS

Design Research, UX Design, 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.

CASE STUDY

THE
CHALLENGE

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 primary navigation, category pages, + product pages.

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

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.

Some of these high-level updates also improved product pages:

  • Streamlining the users ability to self select + explore products by adding an ingredient visual
  • Condensing product information such as product description, how to use and ingredients into one module
  • Adding a FAQ + reviews module

lo-fi wireframe to final design

WEB + MOBILE

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.