Research
To optimize website performance, I implemented Hotjar tracking and Google Analytics modules, while conducting a survey across 11K subscribers with 56 responses, establishing a data-driven foundation for improvements.
Analyze data & Interview the Internal Teams
Insight 1:
The conversion rate on our old website is below average.
Insight 2:
Most of our sales come from children's products, especially girls' dancewear.
Click Map
Heatmaps revealed click patterns and scroll depth.
Survey
56 responses from 11K subscribers
Design Process
Cross Team Discussion
We're using two separate backend systems for inventory and orders, so our first step is to determine what we can do and what we cannot.
Competitor Analysis
Examining our main competitors' websites and mobile apps, including interface design, navigation structure, and overall user journey.
Card Sorting
I conducted 10 card sorting sessions to define our navigation system. This process helped organize our product categories more intuitively.
Ideation
Layout Exploration
Information Architecture
Mood Board
Mood Board & Visual Exploration
✅ 0 - 1
The website design was completed in 3 months
Then…
Tons of A/B Testing….
I led multiple A/B tests across key user journeys, including checkout pages, cart page, product pages and landing pages, to analyze user behavior and optimize conversion rates. For example, in one checkout page test, Page A featured a simplified form design, resulting in a 0.4% increase in add to cart rates.
A
B
Enhancing Visual Consistency and Brand Aesthetics
To enhance the overall visual consistency of the website, I organized and conducted in-studio product photoshoots, optimizing flat-lay images for all products to ensure a polished and cohesive presentation. Additionally, I coordinated with over 100 Instagram influencers to source high-quality images for the platform.
Product photoshoots
Influencer Image
SEO - Search engine optimization
I optimized the website's SEO by conducting in-depth keyword research, refining meta tags, and improving on-page content to better align with search intent. I also enhanced image alt texts, improved page load speed, and implemented internal linking strategies, resulting in increased organic traffic and better rankings for target keywords.
Aherfs Health Score reached 100
Alt Text
Data Analysis (Google Analytics and Hotjar)
I used Google Analytics and Hotjar to analyze user behavior, identifying pain points through heatmaps and session recordings. By tracking key metrics and user flows, I proposed data-driven solutions that enhanced the user experience and boosted engagement.
GA
Click Map
Record Analysis
Email Setup
I performed email setup and testing across two different platforms, ensuring proper configuration, deliverability, and functionality. This included troubleshooting issues, validating email templates, and optimizing for user engagement.
Email Flow Design
Data Anlysis
Email Design
Solution
Check the website at: https://stelleworld.com/
Implement a clear, hierarchical menu structure
Add breadcrumbs for easy navigation
Add filtering options (color, size etc.)
Include quick view functionality
Show color swatches on product thumbnails
Add a prominent "Quick buy" on product thumbnails
Replace the dropdown with clickable color dots, Show all available colors directly on the product page
Add a row of clickable thumbnails below the main product image, Enable easy switching between product images
Move the cart to side panel, Include a "You May Also Like" section to feature more relevant product
