Emma Tang

Project

Resume

About

Emma Tang

Project

Resume

About

Emma

Project

Overview & Goal

Stelle is an e-commerce clothing company built on Shopify Plus.
My Role: I was responsible for all aspects of the website design, user research, data analysis, and photography.
User Need: Enhance the shopping experience to make it more seamless and enjoyable for customers.
Business Goal: Improve key performance metrics by increasing average order value and conversion rates.

Design Roadmap

Result

Build the website from scratch

0-1

Reach $250K first-year revenue

250K

Conversion rate improved from 0.5% to

2.28%

Boost Conversion Rates for an E-Commerce Business

Date

Dec 2023 - Present

My Role

User Research /

UX Design / Visual Design / Photograph


Team

Emma (UX Designer),

Zoey(UX Designer),

Cassie (CEO),

Dary(Marketing lead)

Overview & Goal

Stelle is an e-commerce clothing company built on Shopify Plus.
My Role: I was responsible for all aspects of the website redesign, user research, data analysis, and photography.
User Need: Enhance the shopping experience to make it more seamless and enjoyable for customers.
Business Goal: Improve key performance metrics by increasing average order value and conversion rates.

Design Roadmap

Result

Build the website from scratch

0-1

Reach $250K first-year revenue

250K

Conversion rate improved from 0.5% to

3.6%

2024 Q1:
User research & Launch

The original website was created by an external design agency, but there were noticeable gaps in communication and a lack of user insight. I was brought in to help bridge that gap.


Old website (designed by exteral design agency)

In Q1 2024, we launched the initial version of the site designed by design agency with some basic adjustments, while also implementing extensive user research and integrating various analytics tools to better understand user behavior and inform future improvements.



User Research & Data-Driven Evaluation

One of the biggest challenges we faced was the lack of a structured framework to evaluate design decisions. Feedback was often based on personal perspectives rather than data-driven insights, making it difficult to align the team and ensure our designs truly met user needs.

To address this, I talked with many users and implemented Google Analysis & Hotjar, two powerful tools that allowed us to track user behavior.


2024 Q2:
Mobile optimization

In 2024 Q2, I identified critical data quality issues and successfully removed bot traffic from our website analytics, revealing that previous metrics had been significantly skewed. Following this data cleansing, I conducted a thorough reanalysis of genuine user behavior patterns.


Based on these accurate insights, I implemented targeted mobile experience optimizations while simultaneously enhancing our brand aesthetics and overall visual consistency across the platform.

Problem

We spent heavily on ads, but despite high traffic, the return fell short of expectations.

Goal

Increase conversion rates from paid traffic

Insights 1 :
Over 70% of our traffic came from mobile devices.

Insights 2:
80% of users landed directly on the Product Detail Page (PDP), but the PDP had a very high drop off rate.






Design Solution 1: Redesign the PDP to improve conversion rate



Design Solution


For most of the products


For shoes products:

1. Optimized above-the-fold content to highlight what matters most to customers


 2. Increase visibility of the CTA 

(delayed-trigger, sticky bottom)


 3. Fix the color-image usability problem


 4. Add trust signals



For shoes


For shoes products:

1. Improve shoe sizing experience


2. Maintain brand and layout consistency 


3. Tailor product imagery and context for different age groups

2024 Q3:
Customer Retention Enhancement

Data revealed key retention challenges: only 5.4% of customers placed more than one order, with an annual purchase frequency of 1.12 times and an average order value (AOV) of $35. To address this, I shifted our focus to two key metrics:


Problem

Despite revenue improvement, only 5.4% of customers have placed more than one order.

Goal

1. Increase Enrollment into Membership.
2. Increase Engagement, Redemption, and Repeat Purchase


Solution 1: Multiple, Contextual Enrollment Points to Improve Customer Enrollment Rate.




Solution 2: Redesigned the rewards redemption experience in the shopping cart to make it simpler, faster, and more intuitive

1. Surface rewards directly in the cart


2. Enable one-click gift redemption


3. Reduce copy, enhance visual cues



Result: The program's enrollment rate increased significantly, growing from 3.2% to 12.6% monthly.

3.2% → 12.6% (+293%)


Responsive Design

Summary

Explore and shop with stelle at : https://stelleworld.com/



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