Challenge
The company’s product pages and app suffered from usability and visibility issues that limited engagement. Weak information structure, poor SEO, and a cluttered interface left products hard to find and onboarding frustrating — while a lack of personalization reduced overall engagement.
Results
The redesign pairs a clean interface with clearer navigation, so users reach key features faster. A smoother onboarding flow lifted new-user adoption by 35%, while added personalization drove a 25% gain in retention.
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Through competitor analysis, research, and team feedback, I identified core user needs and pain points that guided the design direction.
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The site had to earn trust quickly — people were buying sentimental, one-of-a-kind gifts, so credibility at every step mattered as much as ease of use.
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One flow had to serve two very different audiences, so the design stayed simple enough for a first-time, less tech-savvy user yet quick enough for someone in a hurry.
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Discoverability was a core requirement. Pages had to be structured for SEO without burying the emotional storytelling that actually drove people to convert.
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Scope was bounded by the timeline, so I prioritized the changes most likely to lift visibility and conversion, and left lower-impact polish for later.
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A busy student and a less tech-savvy retiree needed the same flow to feel effortless. Balancing speed for one with clarity for the other pushed every decision toward simplicity.
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The product’s emotional meaning was the reason people bought — so it had to live inside a clean, usable layout instead of competing with it.
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Structuring content for discoverability also made pages easier to scan and understand. Writing for search and writing for people turned out to be the same job.
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Testing showed that previews, transparent pricing, and clear steps moved people to buy more than visual polish did — reassurance beat decoration.
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