Stabil Stockholm, an e-commerce brand specializing in earrings and backpieces, approached me to increase their conversion rates. Through data analysis and research, I quickly identified several key pain points that needed addressing.
UX Designer
5 Engineers and 1 PM/CEO
Redesigned website on both Desktop and Mobile
3 months
Increase Conversion
I chose to conduct Usability tests, User-, Stakeholder interviews and Google Analytics because
they provided both quantitative data and qualitative insights into user perceptions and
functionality.
Examined data and interviewed stakeholders to identify pain points. Quickly recruited users for testing to validate assumptions.
Conducted user research to validate hypotheses and gather insights. Refined designs based on usability testing feedback.
I conducted weekly sync meetings with engineers to ensure design feasibility, and worked closely with the PM to prioritize features based on both user needs and business goals.
User Research found that the customers had a hard time figuring out what they sold and their USP’s
User Research found that the customers had a hard time figuring out what they sold and their USP’s
The site was perceived as unprofessional and cluttered
After 10 Usability Tests and 6 User Interviews I chose these specific solutions to directly address the key challenges:
To combat confusion about the site's purpose.
While stakeholders thought product features were prominent, user feedback indicated that it was not so I highlighted the USPs
To enhance professionalism and build trust.
The usability testing revealed that users were confused when directed from Instagram to a website that didn't match the ad or product offerings. After restructuring the information, the percentage of users feeling they had landed correctly increased by 150% 🚀
Research showed users struggled to understand Stabil STHLM’s offerings. I showcased USPs alongside products within each category, clarifying the brand's value and boosting engagement and this made the USP knowledge rise by 400% 🚀
The site was perceived as unprofessional and cluttered. I introduced a clean design, user reviews and improved usability across all pages, ensuring a cohesive and appealing user experience. The redesigned interface made 5/5 users feel that the site was trustworthy 🚀
For the Final Design I:
- Improved User Journey
- Improved Information Architecture
- Improved Visual Hierarchy
- Improved knowledge of USPs
- Improved the trustworthiness of the Website
20% conversion boost directly addressed the initial goal. Usability testing confirmed that users found the new design more professional and navigable, validating my user-centric approach.
The e-commerce platform had limited customization options, so I worked closely with developers to find creative workarounds that maintained design integrity while staying within technical constraints. This taught me the value of soft skills in collaboration so that we could get to the best viable design possible.
