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BACKGROUND
A mobile-first redesign of Sune's e-commerce platform to boost user engagement, simplify navigation, and showcase its unique value as a marketplace for artisans and makers.
MY ROLE
As a Product Design Intern, I led the website redesign, leveraging UX/UI design, strategy, data-driven marketing, and usability testing to improve user engagement and brand perception.
This resulted in - 65% boost in user engagement, a 30% increase in mobile conversions, and a 25% drop in bounce rate
PROBLEM
The Sune.com website faced high bounce rates due to slow load times, unclear navigation, and poor product discovery, hindering engagement, satisfaction, and conversions.
GOAL
How might we design a seamless shopping experience that embodies Sune's support for artisans and makers?
SUCCESS METRICS
increased user engagement (longer time on site, more page views), higher conversion rates, and a reduced bounce rate, reflecting a smoother user journey.
BEFORE
AFTER
DESIGN PROCESS
RESEARCH & ANALYSIS
- User Personas: Created profiles like Alex (22, student), Mia (25, professional), and Sam (20, influencer) to understand target audience needs.
- User Journey Mapping: Mapped key phases—discovery, exploration, checkout, and post-purchase—to identify friction points and improve the experience.
- Competitive Analysis: Analyzed top e-commerce competitors to benchmark UX/UI, mobile optimization, and personalized recommendations.
- User Feedback and Analytics: Used surveys, A/B testing, and analytics to uncover pain points and drop-offs, driving data-informed design enhancements.
DESK RESEARCH INSIGHTS
- Gen Z Preferences: Users seek easy navigation, engaging visuals, and personalized recommendations.
- Mobile Optimization: Fast, responsive pages and simple navigation are key for mobile shoppers.
- Visual Consistency: Cohesive branding with consistent colors, fonts, and visuals builds trust.
- Competitor Strategies: Interactive previews, personalized recommendations, and cart reminders reduce drop-offs and boost conversions.
REFerrers & referres journey mapping—
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HEATMAP ANALYSIS-
Heat map analysis of Sune's homepage showed key insights: the promo banner ("Get 20% off") drew the most attention but distracted from other content.
The tagline (“Fresh finds from incredible makers…”) resonated but lacked clear CTAs, limiting engagement. Lifestyle visuals had low interaction as users didn’t find them clickable.
Recommendations included adding prominent CTAs under the tagline and repositioning the promo banner to reduce distraction, enhancing user exploration..
ITERATION
The low-fidelity prototype introduced a streamlined homepage layout, focusing on a bold hero section to highlight Sune's value proposition and app download. We simplified navigation, grouped categories logically, and added featured product sections to guide users toward discovery.
The initial prototype prioritized maker stories at the top of the homepage. However, user testing revealed a preference for product-first content, which led to repositioning maker stories below featured categories. This change improved navigation clarity by 40%, ensuring a more intuitive user experience.
SOLUTION:
Homepage Redesign and Promotional Incentive
The redesigned homepage emphasizes Sune’s value as “The Craft Fair in Your Pocket,” with a clean layout, bold typography, high-quality images, and an engaging video. The video shares the brand’s story to build trust and engagement. A prominent 20% discount boosts app downloads and first-time purchases, encouraging users to explore handcrafted products.
A/B TEST
An A/B test compared two download button designs over two weeks. The “App Store” button saw 25% higher CTR among new users, while “Download Sune” boosted app downloads by 15% among loyal customers.
Heat maps revealed “App Store” attracted new users, while “Sune” drove higher overall conversions, emphasizing trust and brand familiarity.
Exploration Encouragement
Upon app download, users receive push notifications that highlight new products and exclusive deals, encouraging regular engagement and repeat visits.
Curated Product Discovery and Storytelling Integration
The “Discover Unique Products” section highlights curated handcrafted items for easy exploration. The “Watch and Shop” feature adds storytelling with creator videos, while a banner promoting community support and local shopping reinforces Sune’s mission and builds trust.
App Promotion and Immersive Shopping Experience
App Download for Easy Access: The page encourages users to download the Sune app, making it easy to transition from web to mobile for a more immersive shopping experience.
Interactive Shopping Features: The app showcases live streams, product discovery, and creator stories, offering a dynamic, in-depth browsing experience.
Creator Profiles: Personalized profiles with videos and product listings let users connect with artisans, fostering loyalty and keeping users engaged with their favorite creators.
FINAL DESIGN
outcomes
User Engagement Rate: 65% increase in average time on site and page views per session within the first three months post-launch.
Mobile Conversion Rate: 30% improvement in mobile conversions due to enhanced mobile optimization and streamlined navigation.
Bounce Rate Reduction: 25% decrease in bounce rate, indicating higher relevance and ease of navigation for new visitors.
First-Time Purchase Rate: 20% of new users made a purchase within the first week of visiting the redesigned site.
Repeat User Rate: 50% of users returned to the site within 30 days, showing increased loyalty and satisfaction with the new design.
