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BACKGROUND
Sune is a live stream shopping platform designed for Gen Z users, offering innovative life hack products to solve everyday problems. The platform aims to provide an engaging and seamless shopping experience through live streams hosted by influencers.
In my role as a Product Design Intern at Sune, I led the website redesign, drawing on my skills in UX/UI design, design strategy, data-driven marketing, and usability testing to launch a site that enhanced user engagement and brand perception.
PROBLEM
The Sune.com website faced several critical user experience challenges that hindered engagement and conversions. High bounce rates indicated users were leaving the site early, primarily due to slow load times, unclear navigation, and a lack of intuitive product discovery paths. These issues collectively created friction in the user journey, reducing satisfaction and limiting the site’s ability to convert visitors into customers.
GOAL
How might we redesign the Sune.com website to create a seamless, engaging shopping experience, enhances product discoverability, and drives higher user engagement and conversion rates across all devices?
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.
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target audience—
Gen Z users, specifically those aged 18 to 25, who are characterized by their tech-savviness and active presence on social media platforms. This demographic includes both students and young professionals who seek practical life hack products to streamline and simplify their daily routines. Additionally, Sune targets influencers and content creators who are keen on discovering unique and innovative products that they can share with their followers, thereby amplifying Sune's reach and engagement through authentic user-generated content.
RESEARCH & ANALYSIS
- User Personas: Developed personas like Alex (22, college student), Mia (25, young professional), and Sam (20, influencer) to understand the needs and behaviors of the target audience.
- User Journey Mapping: Mapped the end-to-end user journey, highlighting critical phases like discovery, product exploration, checkout, and post-purchase engagement, to identify friction points and opportunities for enhancing the shopping experience.
- Competitive Analysis: Conducted an in-depth analysis of top competitors in the e-commerce space to benchmark best practices, focusing on UX/UI elements, mobile optimization, and personalized product recommendations.
- User Feedback and Analytics: Gathered insights through user surveys and A/B testing to assess pain points, analyze behavior, and identify common drop-off points in the shopping and checkout process, guiding data-driven design improvements.
DESK RESEARCH INSIGHTS
- Gen Z Preferences: Users want easy navigation, visually engaging designs, and clear calls to action, favoring personalized recommendations.
- Mobile Optimization: With more mobile shoppers, responsive, fast-loading pages and simplified navigation are essential for boosting engagement and conversions.
- Visual Consistency: Cohesive branding strengthens user trust. Consistent colors, fonts, and visuals improve brand recognition.
- Competitor Strategies: Top sites use interactive previews, personalized recommendations, and abandoned cart reminders to reduce drop-offs and increase conversions.
REFerrers & referres journey mapping—
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HEATMAP ANALYSIS-
The heat map analysis of the previous Sune homepage revealed key engagement patterns and improvement areas. The promo banner ("Get 20% off your first order") attracted the most attention but likely distracted users from other content. The tagline (“Fresh finds from incredible makers…”) also resonated with users, though the lack of clear CTAs may have limited further engagement.
Lifestyle visuals had lower interaction, as users didn’t perceive them as clickable or relevant.To optimize the page, it was recommended to add prominent CTAs below the tagline to guide user actions and reposition the promo banner for less distraction. Interactive elements, such as hover effects on visuals, and moving the press logos higher for visibility were also suggested to improve engagement and trust. These changes aimed to enhance the browsing experience and encourage user exploration.The heat map analysis of the Sune homepage revealed key engagement patterns and improvement areas.
SOLUTION:
Homepage Redesign and Promotional Incentive
The redesigned homepage introduces Sune’s unique value as “The Craft Fair in Your Pocket,” instantly communicating the platform’s purpose. The clean, inviting layout showcases a mix of visual elements—bold typography, high-quality images, and an embedded video—that captures users' attention and promotes brand identity. The video provides a glimpse into the brand’s story and values, enhancing trust and engagement with new visitors.
Promotional Incentive: To drive app downloads and first-time purchases, the homepage offers a 20% discount on the first order when users download the app. This incentive is clearly highlighted, encouraging users to engage immediately with the platform and explore the handcrafted products.
A/B TEST
An A/B test compared two download button designs over two weeks, focusing on CTR and app downloads. The “App Store” button achieved 25% higher CTR among first-time users, while the “Download Sune” button increased app downloads by 15% among loyal customers.
Heat maps showed the “App Store” button attracted more attention from new users, while the “Sune” button drove higher overall conversions, highlighting the impact of 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 showcases a curated range of handcrafted items, encouraging easy exploration and discovery. The “Watch and Shop” feature adds storytelling, allowing users to connect with creators through behind-the-scenes videos. A banner highlighting values like community support and local shopping reinforces Sune’s mission, building trust and aligning with user values.
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.
