INDWELL
Indwell is a lifestyle wellness brand that makes mental health within reach with education, products, and curated experiences
Client
Indwell Team
Role
UX Research, UX/UI Design
Tools
Figma, Photoshop
The Goal:
To enhance usability, perform activities such as user research, heuristic evaluation, user flow analysis, and user interface redesign.
Challenges
Requires market research to understand the brand’s target audience and competitors
Needs a B2b and B2C ecom platform for wholesale and retail
The brand checkout process lacks structure
Solutions
Conduct competitor analysis and research to identify its core demographics
Delivery UX strategy to help define and reach the stakeholders goals to build an effective website for their users and buyers
Redesign the product pages to enhance UI and UX during checkout
HOW I TACKLED THIS PROBLEM
01- Planning + Research
02- Design
03- Development
04- Test + Launch
05- Maintain
Planning and Research
Before starting any project, my preferred approach involves engaging in a conversation with my client to inquire about essential aspects that aid in comprehending their mindset and objectives. Who is your current customer? Who do you think are your competitors? What are your goals for this project? What does a successful outcome look like to you? Who is your is inspiration? These intentional questions are crucial as it opens up communication with us and better helps me reach their goals simultaneously.
I then start my own research to see if the data lines up with my clients. For this project, I really needed to see who is this customer and where else are they shopping. This will help me understand the age group, types of styles and layouts they respond better to, and gather some insight in other possible products my client can branch into.
I surveyed 42 people to begin to gather data. The data gave me three important data points to go off of. My target age group was mostly 25-35, 67% of people surveyed were interested in more products other then the journal, and 48% of people surveyed were interested int he mental health/wellness space. This gives me direction on how to design it for the age group, and now I have more confidence in creating a UX strategy to better suit their needs.
Target Age Group: 25-35
67% was interested in seeing more products
48% is interested in the
mental health/ wellness space
UX Strategy and Conversion Rate Funnel
By analyzing page analytics, I delve into user behavior, bounce rates, and purchase metrics, allowing me to gain a deeper understanding of my users. This valuable insight serves as the foundation for developing a comprehensive UX strategy and setting realistic expectations for my clients. Furthermore, it provides a solid groundwork for collaborating with marketing teams to further enhance page optimization.
UX Strategy
Understand Customer to avoid low quality traffic- create an empathy map to see the users challenges, goals and desired outcomes
Showcase social validation on main landing page- show reviews, videos, and testimonials to build credibility and authority in the eyes of potential customers
Optimize the product pages- organize categories, improve UI, guide the user to show all the different offerings in a special way
Improve product page- take advantage of the entire screen and keep in mind business goals. Add a section to leave reviews and build trust with the user.
User Persona
Usability Review //Current Product Page
The primary objective of this page is to highlight the main product of the company. Upon landing on this page, the user should be provided with essential information about the product, including its features, pricing, and customer reviews. By focusing on these three aspects, we aim to facilitate the user's purchasing decision, ensuring a seamless and efficient experience.
Opportunities
Check out
Add option to modify quantity
Main product photo
needs to be showcased better
Text on page
Improve legibility of the text
Page Footer
Revise the page footer to make photos clickable
Utilize the opportunity to upsell by suggesting “items you make like”
Review section
Integrate a review section featuring testimonials
New Design
Improvements
Aesthetics
Moved photo to the background
Made product image more prominent by providing a white background
Enlarged text next to image for readability
Functionality
Added drop down for quantity
Added “you may also like” section at bottom for upsell opportunity
Added a review section
Business decision influence
Not to reveal too much of the book and move the images to the background
Usability Review// Current Products Page
Opportunities
Current product page is hard to navigate
Takes too much time to go through all the pages to see product
No visibility as to what product categories are offered
Lacks discoverability
New Design
Improvements
Functionality:
Added a navigation bar at top of page
Separated the categories for easy navigating
Quick links from navigation bar to category
Aesthetics:
Remove white box around images
Added a hover state to enlarge image
The purpose of this page is to present the complete range of products offered by the company. However, the current navigation experience makes it challenging to perceive the available products and feels cumbersome to explore. My objective for this page is to enable users to swiftly identify the different categories provided. Additionally, I aim to enhance the user interface by optimizing text size, colors, and spacing for each item, ensuring a more user-friendly and visually appealing experience.
Phase 2
Next Steps
My next steps for the client will be to build add more functions for the user. My client is hoping to integrate search options for the user and help them be connected.
Learnings
My biggest takeaway from this project was the challenge of working with limited resources, and learning how to problem-solve for unexpected issues throughout the design process. As the only designer, I learned how to craft a UX strategy through trial and error.
What went well:
Determining the needs of the customers and goals of the business at an early stage of the project helped to focus design designs on the end goal
UX design strategy helped me build a roadmap for the project
The client was very responsive and open to design ideas. It made our relationship fun and collaborative.
What didn’t go well:
With the lack of resources I had to make some design changes to fit our timeline and budget