PORTFOLIO OF WORK
Checkout Experience for Eco-Friendly Swimwear
Problem
The sales team at saltymaggie.com was looking for an improvement in the user experience with the target of maximising sales conversions, which were lower than anticipated.
Solution
A customer study was run by incorporating paid advertisement on Facebook, and using Facebook Pixel and Google Analytics to gather insights from customer behaviour. It was found that users added products to cart, but the checkout rates were lower than expected.
The shopping cart icon was modified to make it more intuitive, after A/B-testing different designs.
Also, a floating cart button was added, which made the access to checkout more accessible for users.
The new design resulted in an average 700% increase in sales conversions, which was in line with the sales team's expectations.
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Mock-up designs for the cart icon. Some of these were A/B-tested and a more classical shopping cart was chosen.
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Wireframes for the possible locations of a "quick add-to-cart" button. Further analysis demonstrated that items were added to cart, but the problem was the access to checkout.
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Wireframe options for the access to cart. A floating button produced the best results.
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One of the mock-up designs for the floating cart button, which was chosen.
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The final design for the floating cart button.
Logo Development for Salty Maggie Swimwear
Problem
The team at saltymaggie.com was looking for rebranding.
It was a priority for the logo to revolve around their innovative concept of eco-friendly swimwear, making orders carbon-neutral through reforestation.
Solution
The usage of tropical leaves incorporated both the concept of swimwear and their eco-friendly vision. For this, research was performed on different tropical trees and mock-up designs were created.
The brand is also committed to addressing women's needs by fostering inclusivity and enhancing their self-assurance in their appearance, so very neutral shapes (in this case, a diamond) were chosen to represent the independence of design from the subjective idea of beauty.
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Quick sketches based on the research on leaves. A tropical palm tree leave was chosen to represent the eco-friendly swimwear concept.
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Different geometrical shapes were tested, and the diamond was chosen.
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The final logo design.
Website Design for Salty Maggie Swimwear
Problem
As part of the rebranding for saltymaggie.com, a new website design was proposed.
As a startup company, the design needed to provide brand awareness to improve market penetration, as well as being appealing enough to maximise new customer acquisition.
Solution
Different layouts were tested for the placement of items. A first version was included in which the brand awareness was prioritised.
Later designs gave higher priority to new customer acquisition by providing appealing incentives, such as a sales campaign.
The number of displayed products was also optimised by making a compromise between too many choices, which could delay customer choice, and not enough, which may not match customer's expectations. The full list of products was placed in a separate section on the website.
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Different wireframes for the location of items. The inclusion of a section with brand information was crucial for market penetration, and banners were included to encourage conversions and new customer acquisition.
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Wireframe designs exploring different product layouts. A/B testing with paid advertisement was used to identify the optimal layout: too many items discouraged acquisition. A streamlined user experience encouraged customer acquisition.