Vitafy — Driving Conversion at an eCommerce
2016 - 2017
type of work
Research, UX/UI, CRO
Vitafy is an e-commerce startup focused on selling healthy food and sport nutrition online. As one of Vitafy’s (two) UX designers, I took responsibility to create a delightful shopping experience for food and fitness enthusiast. My remit included various areas of the design process, reaching from primary research to final interface design.
Establishing a status quo
As the UX team was just forming itself, we started to establish our design processes and integrated those into the existing agile development structures. To gain a deeper knowledge of our customers, their jobs as well as pains, we ran an extensive research project. Asides from conducting qualitative interviews, either face-to-face or remotely, we analyzed quantitative data collected from the usage of our website. Together with data from secondary research, such as benchmarking reports by the Baymard Institute, this gained knowledge formed the base of our design work.
Analyzing User Groups and User Flows
The gathered data were processed to identify different user groups and to separate their behavioral patterns. The outcomes were visualized in form of user journey maps and user personas to support internal, interdepartmental communication. Together with the board and other key stakeholders, we prioritized the most critical issues identified by our research. In combination with business requirements and development capacities we formed and revised our product roadmap on a monthly basis.
Redesigning the User Interface
From here we started redesigning the whole webstore—section by section. Besides evaluating the feasibility of our design proposals in close coordination with the development team, we regularly tested final mockups and click-dummies with the help of remote user testing services. The agreed designs were polished and specified before being handed to production.
Establishing a Design System
Over time we established a design system. This not only improved the website’s consistency, it furthermore crucially improved its performance. Revising the shop on a component basis also allowed us to improve the usability and accessibility of each entity.
Each design change had to undergo an a/b testing to assure the significance of its performance uplift, driving the optimization of conversion. The usage of tracking software like Google Analytics, Inspectlet and Optimizely supported our evaluation process. The proof of success through data was crucial to successfully communicate design decisions to the company, especially the board.