Dame Products

The sexual wellness brand was struggling to convert its audience. Their traffic is valuable, as they face heavy advertising restrictions, so conversion is crucial. I worked to improve their conversion rate by improving user experience and refining their visual brand and interface.

Role

UX/UI Designer, Conversion Rate Optimization, Front-End Development

Tools

Shopify Plus, Sketch, Figma, Adobe Creative Suite, HTML/CSS, Javascript, Liquid

Duration

3+ years

The Problem

Dame was struggling to convert their traffic. In October 2019, Dame approved a sitewide facelift. In addition to designing these updates, I was responsible for coding them as well. Holidays were weeks away, so we needed to push improvements ASAP.

Key Insights

We performed a site audit and found we needed to address the following areas:

  1. Lack of clear visual hierarchy
  2. Color usage was aesthetic, not intentional
  3. Inconsistent typography between headers
  4. Information presented was overwhelming
  5. Poor use of screen real estate
  6. Customer confusion around value props

Solutions

  1. An iterative redesign with a quick phase one.
  2. Refine the brand identity and visual language.
  3. Create a product quiz to assist decision making

Phase One Designs

To maximize holiday revenue, we approached the redesign in phases. In the initial phase, we prioritized critical touchpoints in the user journey - the PDP, PLP, and the homepage. This phase was designed and built within six weeks.

Laptop featuring shop all page
Before
Laptop featuring shop all page
Phase One

Product Listing Page

The following changes were made to the PLP in phase one :

  • Added filtering by product type or customer needs.
  • Reduced visual clutter by removing the bright buttons
  • Increased the items per row for easier browsing
PDP Comparison before + after

Product Detail Page

The following changes were made to the PDP in phase one :

  • Each product had a unique color scheme, so I set guidelines for color use and removed unnecessary graphic elements.
  • Updated the layout to display the most valuable content first. The page had previously required excessive scrolling to read through the information.
  • Moved the lifestyle images to the image carousel, as heatmaps showed a higher interaction with that feature.

Refining Further

Once the high-priority optimizations were complete, we could focus on reigning in the rest of the site to exist within a design system.

To bridge the gap until Dame finalized their new identity, I created a scalable system of style guidelines for typography and colors that could adapt over the years.

Dame's style guide
Most recent version of the guidelines
iPhone showing mobile menu
Updated Mobile Menu
iPhone showing part of the homepage
Homepage Proof Slider
iPhone showing question screen of quiz
Current PDP
iPhone showing email screen of quiz
Scrolled Button + Featured Ingredients

Prototypes in Action

Since the initial PLP update, we’ve updated the filters, added a “Sort By” dropdown, and improved the overall usability of the page.

View the prototype in Figma.

Competitor Research

Using Comparative Data

A competitive audit validated design decisions for the cart drawer redesign.

A slide detailing data behind a redesign

Finding Best Practices

Competitor analysis inspired an update to Aloe Lube’s subscription module.

Aloe Lube's subscribe module next to other brands modules

Data-Driven Design

Once designs are live, I use analytics, heatmaps, and A/B testing data to improve even further. Data tells a story, and that story can shape future versions of the site.

Stories Within Data

One podcast was 10% of partner traffic and 75% of podcast traffic. I listened to the placement and customized their landing page copy around it. They loved it so much that they mentioned it in their next episode, creating even more brand affinity for their listeners.

They had to stop advertising for guideline reasons, but over a year later, Dame was still getting massive traction from those placements.

Various screenshots of text data

Product Quiz

Users were asking for help with decision-making, so we created a product quiz. I collaborated with Customer Service and Product on this project to shape the quiz around actual user needs.

Primary Goal

Drive immediate sales on-site by aiding decision-making.

Secondary Goal

Capture emails by allowing them to save their results via email.
iPhone showing final screen of quiz
Quiz Results Panel
iPhone showing intro screen of quiz
Quiz Intro Panel
iPhone showing question screen of quiz
Quiz Question Panel
iPhone showing email screen of quiz
Quiz Email Panel

Accurate Results

We created a rubric to rank the products. To test it, the team took part in sample surveys and we scored their results.

From there, we could ensure that various cases had correct recommendations. We weighted any necessary options to prevent ties and increase accuracy.

Product Rubric Spreadsheets

Improving Further

After a year, we had the bandwidth to improve the quiz. Answer data shaped version two. We found that it had a low dropoff rate, with 95% of users completing the quiz.

We had asked, "Who are you shopping for?"  Less than 2% of users were buying a gift for someone else, so we reframed the question. Instead, we asked, "How do you plan to use it?" which yielded more helpful results and simplified the flow.

Various redacted pie charts

Takeaways

  • Dame saw a 73% improvement to its yearly conversion rate after the initial changes were implemented.
  • “Done, not perfect” allows for consistent improvements without missing opportunities for revenue

It wouldn't be out of place to describe Lauren as a "unicorn". Not only does she have the technical and design skills to implement, she has the analytical ability to improve conversion and process. Lauren also works cross-functionally with ease by being a fast, reliable and communicative team player. This combination of soft and hard skills made Lauren an incredibly valuable addition to the Dame team.

- Jocelyn Floro, Manager

Director of Performance Marketing at Dame Products