DESIGN MILK

Creative Direction / Strategy / UX / Web Design

Creative Direction / Strategy / Web Design

Mobile-first unification of a disjointed editorial and
e-commerce brand in the design space.

Mobile-first unification of a disjointed editorial and e-commerce brand in the design space.

Mobile-first unification of a disjointed editorial and
e-commerce brand in the design space.

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Project background

This popular modern design brand had a disjointed online experience combining a legacy WordPress media site and recent Shopify e-commerce installation which served to confuse site visitors. The site was not optimized for mobile and the bounce rate was incredibly high, and e-commerce conversion rates were below industry averages.

High-level goals

01 / ECOMMERCE CONVERSIONS

  • Improve mobile user experience
  • Increase sales conversions
  • Increase conversions from blog to shop

02 / BRANDING

  • Create a unified brand identity and user experience across disparate web platforms
  • Modernize visual brand identity

03 / CONTENT

  • Increase blog sessions and content discoverability 

My role

I was responsible for everything from strategy collaboration with the marketing director, to a simplified information architecture to wireframing and the full visual design.

  • Research evaluation
  • Collaborated with internal stakeholder to devise new high level UX and navigation (IA)
  • Created new brand style guide that was a departure from their legacy look and feel, but that fit the brand much better
  • Developed wireframes, prototypes and final visual design which was handed off files to developer to build
  • Tested site and collaborated with developer on punch list of changes up to, and following launch

Research methodology

  • Analyze and leverage client’s buyer personas
  • Heatmap (Hotjar) review of user behavior
  • Google Analytics analysis review of user flow, pre-conversion drop off, popular pages/content
  • Review SEO and internal search engine data provided by client
  • Third-party research – Baymard Institute eCommerce best practices data
  • Evaluated the UX of top media and eCommerce sites

Launched: October 2021

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YOY post-launch results

  • 81% decrease in mobile bounce rate
  • 51% decrease in bounce rate
  • 7% increase in eCommerce conversion rate
  • 28% increase in transactions
  • 32% increase in revenue
  • 20% increase in sessions
  • 41% increase in new users

NICKI LOCK

PITTSBURGH

UX/UI designer with 20+ years experience solving problems with design thinking. Also, bikes, dogs, snacks and naps.

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