CBXR
Designing the website, branding, and marketing materials to drive e-commerce growth and improve user engagement.
90x
increase in user satisfaction
13%
increase in AOV
141%
increase in Email Campaign Revenue
Role
Product Designer
Products
Web, Brand
Duration
2 weeks
Challenge
Aletha Health faced a fragmented user experience due to the disconnection between its branded website on Webflow and its Shopify store. This lack of continuity not only undermined the brand's credibility but also highlighted a weak visual identity in need of an uplift, complicating the customer journey and diminishing overall brand impact.
Solution
Formulated a web redesign strategy that prioritizes a simplified user flow, enhanced language for comprehension, and new content structure to best organize resources. Designed custom website that solves for branding needs as well as shopping functionality and worked on countless iterations of their existing offering, in addition to seasonal web designs and marketing efforts.
The design approach I adopted:
01
Research
Stakeholder Interviews
Competitor Analysis
Literature Review
02
Define
Understand Problem
Define Project Goals
Expected Methods
03
Design
Branding + Identity
Sketches
Design Iterations
04
Evaluate
Implementation
Expert Evaluation
User-Based Testing
Design
Recommendations
Stage 01. Research
To gain a comprehensive understanding of the current issues and potential, I conducted stakeholder interviews, competitor analysis, and user interviews.
Based on insights and observations from the research methods, I created a journey map highlighting the pain points and the opportunities for improvement.
From interviewing 7 potential customers and analyzing customer support data, the target market was refined to three personas:
Stage 02. Define
Based on the research insights, I identified the key issues and transformed them into prioritized project goals.
Taking into account Aletha's perspectives, technical considerations, and challenges faced during development., Aletha needs:
01
smooth checkout process
so customers are not disrupted in their purchase flow
02
CMS framework + dynamic pages
to keep up with constant upgrades and promotions
to solve Customer Service issues and communicate value
Stage 03. Design
Given the research findings, I developed several design concepts to address key needs, including improving the user flow from PDP to checkout, defining Aletha Health’s visual identity and brand guidelines, and creating educational resources to highlight the value of the products.products.
Key design decisions:
Visual Identity: A dark scheme was chosen to help establish a sense of sophistication and consistency across all brand touch points, while allowing accent hues to bring life and energy to key elements. Blue is leaned into to express scientific intelligence.
Language: Messaging was refined to improve comprehension and increase trust, using more simplistic and scientific language to make every interaction feel approachable and credible.
Strategically Place Product Information Above the Fold: Incorporate concise callouts of product value and easy options for payment higher up on the page with a simpler design to create a user-centric design that fosters ease of understanding, trust, and streamlined navigation. Effective information architecture ultimately leads to a smoother user experience, improved conversions, and better customer satisfaction.
previous pdp with notation for adjustments
resulting pdp
Enhance Checkout Process: Streamlined the transition from browsing the website to the checkout process. Simplifying the steps and optimized the user flow to maximize conversion rates. Included an upsell feature alongside a visual progress bar towards free shipping, gamifying the checkout experience to encourage increased spending and ultimately boost average order value (AOV).
How to Videos: Video tutorials were prioritized for customer support and engagement. The videos were directed and edited, with intention to include on the website and social channels.
View Playlist
Stage 04. Implementation & Launch Support
Collaborated closely with the development team to ensure a smooth transition from design to implementation. Provided ongoing support and guidance during the development phase, addressing any design-related challenges that arose. Played a key role in the website's successful relaunch, monitoring user feedback and engagement post-launch to inform future updates.
Outcomes
Aletha Health received a fully responsive design, including dynamic landing pages, product pages with above the fold content that pushes conversions and site retention, add to cart options, a pop-out cart, blog, education graphics and videos to increase user comprehension of product value, and much more. All designed for easy management via CMS framework.
90x
increase in user satisfaction
13%
increase in AOV