Achievements
Since joining the team, we've achieved a 34% increase in organic conversion rates, 49% growth in average order value, and boosted customer satisfaction, as indicated by a +12% rise in NPS. Additionally, we've built a complete design system and developed new UX & Marketing personas.
Responsibilities
Conduct comprehensive UX research and implement data-driven design strategies, leading the redesign of crucial customer journey phases and optimizing conversion. I guide cross-functional collaboration with stakeholders and mentor junior designers, enhancing our team's capabilities and fostering a culture of continuous improvement and innovation.
Role
Senior UX Designer
Duration
February 2022 - Present
Product Overview
StickerYou, a leader in e-commerce and SaaS for customizable products, engaged in a major UX initiative to enhance its shopping experience. As a Senior UX Designer, I led this transformation, focusing on optimizing the customer journey and aligning with both customer needs and business objectives.
My Role & Responsibilities at StickerYou
- User Research: Identifying and understanding user needs through qualitative and quantitative methods.
- Data Analytics: Analyzing user behavior and conversion data to inform UX decisions.
- Market Analysis: Assessing the competitive landscape to guide strategic UX positioning.
- Project Management & Decision Impacting Business Strategies: Leading UX projects from inception to launch, aligning with overarching business objectives.
- Design Process: Implementing a structured approach to design, centered around user needs and feedback.
- Cross-Functional Collaboration: Partnering with teams across the company to ensure seamless integration of UX principles.
- Mentorship: Providing guidance and support to junior designers, fostering a culture of continuous learning and improvement.
Problem & Solution Statement
Problem:
StickerYou faced issues with unoptimized touchpoints in the customer funnel, leading to drop-offs and missed opportunities.
Solution:
Implemented a user-centered design approach, integrating data analytics and user feedback to revamp key website components - particularly the cart, checkout experience, product details, category pages, and the Editor tools.
Strategic Initiatives Upon Joining StickerYou
- Implemented Strategic Feedback Loops (NPS) Post-Purchase Survey: Enhanced direct engagement with customers, informing continuous refinement of products and services.
- Organized Customer Support Systematic Ticket Collection & Feedback: Streamlined user feedback analysis, pinpointing critical areas for UX enhancement.
- Developed an Enterprise-Wide Design System: Facilitated a unified design language, streamlining design and development processes.
- Developed New Personas: Fostered a deeper understanding of our users, driving more targeted and effective UX and marketing strategies.
Key Projects at StickerYou
Checkout Process Optimization
- Project Overview: Shopping Cart & Checkout are critical steps in the StickerYou customer journey. Initial funnel analyses using FullStory revealed a significant drop compared to industry benchmarks, particularly on mobile devices. Optimizing this step is essential to securing purchases and improving overall conversion rates.
- Problem Statement: The checkout process was identified as a major friction point, with significantly higher drop-off rates compared to industry benchmarks.
- Challenges: Reducing complexity and streamlining the checkout flow to minimize drop-offs and improve conversion rates.
- Approach: A data-driven redesign focused on simplifying user actions and enhancing clarity throughout the checkout process.
- Process:
- Analysis of checkout funnel drop-off points using analytics and FullStory session recordings.
- Collection and analysis of customer feedback and support tickets related to checkout issues.
- Competitor analysis and auditing for best practices using the Baymard tool.
- Iterative design improvements based on best practices and competitor analysis.
- User testing of new checkout flows to validate design decisions and uncover additional friction points.
- Phased rollout of the redesigned checkout process, starting with a small percentage of users to measure impact.
- Full implementation after confirming improvements in conversion rates and user satisfaction.
- Outcome: The redesigned checkout process led to a 21% improvement in cart-to-checkout conversion and a 17% increase in checkout-to-confirmation rates, significantly enhancing overall sales performance.
Shipping Cart
Checkout - Shipping & Delivery Stage
Homepage Revamp
- Project Overview: Customer feedback and marketing insights suggested that the homepage failed to effectively communicate StickerYou's brand value and product offerings, leading to early drop-offs. A well-designed homepage is fundamental for capturing user interest and guiding them into the sales funnel.
- Problem Statement: Initial homepage design failed to effectively engage users or convey the brand’s value proposition.
- Challenges: Balancing brand storytelling with clear, user-centric navigation.
- Approach: Collaborated with marketing and product teams for a holistic design approach, informed by user feedback.
- Process:
- Collaborative workshops with stakeholders to define objectives.
- User research to identify key engagement drivers.
- Iterative design sprints focusing on low to high-fidelity prototyping.
- Multiple rounds of user testing to refine the design.
- Phased rollout starting with 20% of users, adjusting based on feedback, then expanding to 100% upon success.
- Outcome: Significantly increased user engagement and conversion rates, with the funnel starting from the homepage seeing marked improvements.
Product Detail Page (PDP) Enhancement
- Project Overview: The Product Detail Page at StickerYou is where customers make their final purchase decisions. FullStory data and support tickets indicated that users were often confused by the layout and lacked essential product information. Enhancing PDPs is critical to provide users with the confidence to proceed with their purchases.
- Problem Statement: Users found it challenging to access essential product information, impacting decision-making.
- Challenges: Displaying comprehensive product details in a user-friendly manner.
- Approach: Enhanced content presentation based on usability testing feedback.
- Process:
- Using FullStory - analyzing user interaction data to identify information gaps.
- Developing wireframes and prototypes to explore design solutions.
- Usability testing with target users to validate design choices.
- Implementing design updates in a controlled, phased rollout.
- Monitoring metrics and user feedback for further refinements.
- Outcome: Improved product information clarity, leading to higher conversion rates down the funnel to Sticker Maker \ Page Maker by 9%
Product Category Page (PCP) Optimization
- Project Overview: The Product Category Page is where StickerYou customers select the right product for their needs. Insights from user behavior analysis underscored difficulties in navigating through categories and finding specific products. Improving PCP navigation directly impacts product discovery and user satisfaction.
- Problem Statement: Users experienced difficulties navigating product categories and discovering items.
- Challenges: Simplifying navigation without overwhelming users with choices.
- Approach: Redesigned the PCP to improve usability and product discovery.
- Process:
- Conducting heuristic evaluations to identify usability issues.
- Redesigning the PCP layout and navigation schema.
- A/B testing different designs with a segment of users.
- Analyzing performance data to select the most effective design.
- Gradual rollout with continuous monitoring and optimization.
- Outcome: Increased product finding ability and impacting conversion down the funnel from category page to product detail page by 7%
Product First Improvements
- Project Overview: The Product First section of StickerYou serves as a curated guide to help customers make informed decisions about the material, finish, and adhesiveness of products. Insights from initial analyses, customer support, and FullStory journey mapping highlighted that customers often second-guessed their choices after reaching the editor. Streamlining this process provides a more educational and decisive experience, ensuring customers feel confident in their product selections before proceeding.
- Problem Statement: Users faced confusion due to the previous process's complexity and lack of sufficient information, impacting their ability to select the right product.
- Challenges: Streamlining the product selection process to quickly guide users to their ideal product without overwhelming them.
- Approach: Implemented a guided selection tool that simplifies product discovery based on user-specific needs.
- Process:
- Conducted user research to pinpoint barriers and key decision factors in product selection.
- Developed a streamlined series of questions to direct users to suitable product options efficiently.
- Created wireframes and prototypes for the guided selection tool, followed by usability testing to ensure intuitive use.
- Refined the tool with user feedback, employing a phased rollout strategy to fine-tune its effectiveness and usability.
- Completed full deployment after iterative testing verified the tool's positive impact on the user experience and confidence in product selection.
- Outcome: The implementation of the product-first approach led to a significant increase in tool engagement and a 20% uplift in conversion rates for users who engaged with the new process.
Account Page Improvement
- Project Overview: The Product First section of StickerYou serves as a curated guide to help customers make informed decisions about the material, finish, and adhesiveness of products. Insights from initial analyses, customer support, and FullStory journey mapping highlighted that customers often second-guessed their choices after reaching the editor. Streamlining this process provides a more educational and decisive experience, ensuring customers feel confident in their product selections before proceeding.
- Problem Statement: The account page was not optimized for mobile users, lacking key functionalities such as single item reordering and internal order tracking.
- Challenges: Integrating new features while ensuring mobile usability.
- Approach: Redesigned the account page for better mobile experience and added new features based on user demand.
- Process:
- Gathering user feedback on desired account page features.
- Prototyping new designs incorporating feedback and usability best practices.
- Testing prototypes with users, focusing on mobile interaction.
- Phased implementation and monitoring for performance improvement.
- Iteration based on user feedback and analytics.
- Outcome: Improved mobile usability and reordering increase on mobile devices by 16%
Sticker Maker Enhancement
- Project Overview: The Sticker Maker is a key element in the StickerYou customer journey, allowing customers to upload their art and preview it before adding items to the cart. Analysis highlighted high drop-off rates in the custom product creation process due to usability issues. Refining this tool is crucial for fostering user engagement and guiding them through to conversions in the shopping cart.
- Problem Statement: The Sticker Maker tool exhibited high user drop-off rates, indicating significant usability issues.
- Challenges: Prioritizing and implementing improvements to increase usability and conversion rates.
- Approach: Adopted Lean UX methodology for iterative, data-driven enhancements and a comprehensive redesign.
- Process:
- Detailed analysis of user behaviour within the Sticker Maker using analytics, session reviews, and usability studies.
- Identification of key friction points and opportunities for improvement.
- Development and testing of incremental feature enhancements.
- Comprehensive redesign based on accumulated insights and usability testing.
- Creating Low Fidelity Design & Testing it with a cohort of users.
- Phased feature rollout and A/B testing to measure impact.
- Continuous monitoring and iteration to refine the user experience.
- Outcome: Incremental improvements led to enhanced usability and increased conversion rates, culminating in a substantial uplift post-major redesign.
