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.
UX/UI Designer, Conversion Rate Optimization, Front-End Development
Shopify Plus, Sketch, Figma, Adobe Creative Suite, HTML/CSS, Javascript, Liquid
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.
We performed a site audit and found we needed to address the following areas:
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.
The following changes were made to the PLP in phase one :
The following changes were made to the PDP in phase one :
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.
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.
A competitive audit validated design decisions for the cart drawer redesign.
Competitor analysis inspired an update to Aloe Lube’s subscription module.
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.
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.
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.
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?"Â 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.
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.