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.
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
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
