Improving site conversion rates through the use of data-guided choices

Client

Rubycup

Skills

UX Design

UI Design

User research

Prototyping

Styling

Data & Analytics

Interaction design

Time line

Dec '21 - Jan '22

Team

1 X Designer, 2X Developers,

1 X Business Analysts.

The Context

Ruby Cup sells menstrual cups, sterilisers, Kegel trainers, and panties for women in England, Germany & USA. They want to redefine the user experience for their eCommerce site.

Also they had plans for scaling up their service accross more regions of Europe and UAE.

My Roles

Being the sole designer of the project I had to take all the responsibility of the entire design needs.

Business Goals

To create a smooth experience, establishing a solid foundation for Ruby Cup's scalable, modular, and easily navigable store. To offer a design solution that minimises bounce rates and maximises conversions. Identify the issues and refine them accordingly.

Desk research

UI/UX Audit

We conducted a quick audit to validate the current state of the site and through this review, we discovered aspects that aren’t resonating with the users.

Research Phase

And we did secondary research as we had no scope for primary research here. We used Google analytics to understand the user behaviour and to extract the real time data.

User Persona

Ruby Cup is positioned at a young adult audience of working professionals (mainly women) who are acutely aware of menstrual hygiene and best practices. They’re internet savvy, highly engaged in social media, and frequent eCommerce shoppers. They’re also in tune with modern trends and boutique products.

Extracting and Understanding users data

Defining the problem

After using all the research data and UX audit data, we were able to define the problems that the site is facing currently.

Problems we defined

The overall look and feel is too harsh and doesn't convey the actual brand personality in a calm way.

The site is just selling the product it isn't conveying the experience of the product.

The overall site looks cluttered and outdated.

Page layout is currently packed, and can be made product centric.

The current checkout is complex.

There is no humanizing factor.

No language options given for users from different geographies.

Poor information archietechture. Difficult for users to find certain key informations.

Final Solution

Educate audience

We tried to communicate the users how the products can be used in a simple effective way by providing simple interactions.

Building Trust Through Simplicity and Transparency

New users initially feared the product, so we highlighted its simplicity and ensured transparency about its safety.

Prioritizing mobile-first design

Given that a majority of our user base accesses the site via mobile devices, we adopted a mobile-focused approach which met the needs of these user groups effectively.

Multi use Components

This enabled us to achieve uniformity throughout the site, thereby enriching the users' comprehension of its use case.

Aestheics and Minimalistic design

We came up with the simple layout conveying the actual value proposition of the brand.

At the product page, we want to improve the AOV through a seamless UX without sacrificing the flow of it.

I was just communicating the content via design not decorating.

Highlight The Social Cause

The brand initiated a program where customers could contribute to fighting period poverty with every purchase. By highlighting this, we made customers feel like they were actively part of the cause, which positively impacted the brand's perception.

Revisiting the look and feel

The existing branding was too harsh, with an overwhelming use of red, which is often associated with the pain and blood flow women experience during their period. To avoid evoking these uncomfortable feelings, we chose to use softer colors and a gentler branding approach.