Understand users
To align our website with user needs, I implemented a desktop-first design and prominently featured girls’ dancewear as a key category. These decisions, made in collaboration with the product team, ensured a seamless and user-centric experience.
2024 Q1
Website Redesign (Building Foundation)
At the beginning of the project, 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.
The Solution: Introducing Data-Driven Evaluation
To address this, I implemented Google Analysis, Hotjar and AB Tasty, two powerful tools that allowed us to track user behavior, gather quantitative data, and conduct A/B testing.
Google Analysis
Click Map
Record Analysis
Cross Team Discussion
Competitor Analysis
Card Sorting
✅ 0 - 1
Armed with these insights, I led the redesign of the website, building it from the ground up with a laser focus on two key features:
Clear Navigation: We structured the site to ensure users could effortlessly find what they were looking for. Dancewear categories were prominently displayed, and the menu was intuitive, making it easy for busy moms to navigate without frustration.
Smooth Add-to-Cart and Checkout Process: We streamlined every step—from adding items to the cart to completing the purchase—to eliminate friction and create a seamless experience.
While analyzing Google Analytics data, we noticed anomalies: a 70% add-to-cart rate (vs. the e-commerce average of 7.9%), a 89% cart abandonment rate, and a 0.2% conversion rate, alongside a high email bounce rate—despite spending months optimizing our checkout flow. After consulting online resources, I identified the issue as robot traffic artificially inflating our metrics. By implementing a third-party bot-blocking plugin, I resolved the problem, bringing our add-to-cart rate down to a realistic 4.8% and improving the conversion rate to 1.5%.
Conversion rate
0.2% → 1.5%
Cart abandonment rate
89% → 15%
Email deliverability rate
14% → 96%
()
Problem 1 :
WWrong strategy - 67% Mobile
Problem 2:
Low add-to-cart rates 4.8%
Through analysis, we pinpointed several potential causes:
1.Unappealing Product Images: Users weren’t visually engaged with the products.
2.Uncompetitive Pricing: Pricing didn’t stand out compared to competitors.
3.Lack of Trust: concerns about the site’s credibility.
Mobile Optimization
During our discussions, we identified the biggest issue: our products weren’t visually appealing enough, and we pinpointed imagery as the root cause. To solve this, I set up a photography studio in our office and shot high-quality product images for the website. Additionally, I collaborated with over 100 Instagram influencers to source authentic, engaging images that resonated with our target audience.
Product photoshoots
Influencer Image
Cart Optimization
During our discussions, we identified the biggest issue: our products weren’t visually appealing enough, and we pinpointed imagery as the root cause. To solve this, I set up a photography studio in our office and shot high-quality product images for the website. Additionally, I collaborated with over 100 Instagram influencers to source authentic, engaging images that resonated with our target audience.
Product photoshoots
Influencer Image
Enhancing Brand Aesthetics
During our discussions, we identified the biggest issue: our products weren’t visually appealing enough, and we pinpointed imagery as the root cause. To solve this, I set up a photography studio in our office and shot high-quality product images for the website. Additionally, I collaborated with over 100 Instagram influencers to source authentic, engaging images that resonated with our target audience.
Product photoshoots
Influencer Image
Visual Exploration
Solution
Check the website at: https://stelleworld.com/
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
