Carly Amado
Product Design & Management
Melody's Remedies
Optimize the e-commerce site and refine branding for a natural supplements company by creating a user-friendly, responsive design with high-quality visuals, trust-building elements, clear CTAs, and optimized product pages to establish trust, convert visitors to buyers, enhance SEO, and minimize homepage dropoff.
Melody's Remedies
Optimize the e-commerce site and refine branding for a natural supplements company by creating a user-friendly, responsive design with high-quality visuals, trust-building elements, clear CTAs, and optimized product pages to establish trust, convert visitors to buyers, enhance SEO, and minimize homepage dropoff.
Melody's Remedies
Optimize the e-commerce site and refine branding for a natural supplements company by creating a user-friendly, responsive design with high-quality visuals, trust-building elements, clear CTAs, and optimized product pages to establish trust, convert visitors to buyers, enhance SEO, and minimize homepage dropoff.
My Role
UX/UI Designer, Brand Designer
Project Scope
Client E-Commerce Responsive Website Redesign
Timeline
3 months
Tools
Figma, FigJam, Adobe Ai, Notion
The Problem
Users were dropping off at the home page and weren’t seeing search results on google easily (bad SEO).
The Challenge
Understand why users are dropping off and the site is not converting visitors, and overcome the prevailing skepticism towards herbal medicine due to its non-FDA-approved status and its association with tradition rather than science.
KPI's
I established key performance indicators early on to guide strategy and understand how the site is performing. Month to month I will monitor the site analytics to determine how to proceed in business and product strategy. KPI's I chose to focus on for a new website for a small business in early stage include:
Bounce Rate
% of users that leave after viewing one page
Site Visitors
Number of people that visit the site monthly and the % increase month to month
Newsletter Sign-ups
Number of people that sign up for newsletters, monitoring monthly % increase
Reviews
Number of reviews received from customers vs. the number of purchases made
KPI's
I established key performance indicators early on to guide strategy and understand how the site is performing. Month to month I will monitor the site analytics to determine how to proceed in business and product strategy. KPI's I chose to focus on for a new website for a small business in early stage include:
Bounce Rate
% of users that leave after viewing one page
Site Visitors
Number of people that visit the site monthly and the % increase month to month
Newsletter Sign-ups
Number of people that sign up for newsletters, monitoring monthly % increase
Reviews
Number of reviews received from customers vs. the number of purchases made
KPI's
I established key performance indicators early on to guide strategy and understand how the site is performing. Month to month I will monitor the site analytics to determine how to proceed in business and product strategy. KPI's I chose to focus on for a new website for a small business in early stage include:
Bounce Rate
% of users that leave after viewing one page
Site Visitors
Number of people that visit the site monthly and the % increase month to month
Newsletter Sign-ups
Number of people that sign up for newsletters, monitoring monthly % increase
Reviews
Number of reviews received from customers vs. the number of purchases made
Stakeholder Alignment
Before I began my process, I met with the business owner to discuss her vision, goals, current business state, and frustrations to better understand the direction to pursue.
Stakeholder Alignment
Before I began my process, I met with the business owner to discuss her vision, goals, current business state, and frustrations to better understand the direction to pursue.
Stakeholder Alignment
Before I began my process, I met with the business owner to discuss her vision, goals, current business state, and frustrations to better understand the direction to pursue.
The Game Plan
Conduct an audit of the current website to determine weak spots
Desk and user research to understand user behavior and how competitors are battling these challenges
Research for SEO key words to use throughout the website for better google searches
Competitive analysis to better understand how other successful herbal companies organize and present information on their websites to lead to conversion
Original websites audit and opportunities
Original Website
Excessive Wording - Unorganized and complex content leaves users puzzled about Melody's identity, product significance, and content details, vital for comprehension.
Offputting Color Accessibility - The harsh black background and gold writing create low accessibility, diminishing the brand voice.
Lack of Trust - Low-quality images, cluttered content, and inconsistency create a lack of trust; users struggle to find focus and perceive minimal effort in the presentation.
Goals for New Website
Better Hierarchy & Organization - Organize content with intuitive user thinking so the site flows according to user shopping behavior, make content easy to follow and break down complex ideas
User-Focused Branding- Understand users and the business to create a color palette and brand that makes sense for the industry
Establish Trust - Create trust with user-focused wording to suggest tones of safety, comfort, guidance, support
Offer Brand Experience - Tell a story with the branding and shopping experience to connect with users and encourage users to become a part of the brand family
Better Hierarchy & Organization - Organize content with intuitive user thinking so the site flows according to user shopping behavior, make content easy to follow and break down complex ideas
User-Focused Branding- Understand users and the business to create a color palette and brand that makes sense for the industry
Establish Trust - Create trust with user-focused wording to suggest tones of safety, comfort, guidance, support
Offer Brand Experience - Tell a story with the branding and shopping experience to connect with users and encourage users to become a part of the brand family
What successful practices are other wellness e-commerce sites implementing effectively?
To compare the client’s original site and brand with current successful competitors in this industry, I researched companies and completed a competitive analysis to determine important content, features, and information architecture. One common theme is that there is a story being told with each product; since holistic products are not always a necessity there has to be a reason and a connection for purchase.
What successful practices are other wellness e-commerce sites implementing effectively?
To compare the client’s original site and brand with current successful competitors in this industry, I researched companies and completed a competitive analysis to determine important content, features, and information architecture. One common theme is that there is a story being told with each product; since holistic products are not always a necessity there has to be a reason and a connection for purchase.
What successful practices are other wellness e-commerce sites implementing effectively?
To compare the client’s original site and brand with current successful competitors in this industry, I researched companies and completed a competitive analysis to determine important content, features, and information architecture. One common theme is that there is a story being told with each product; since holistic products are not always a necessity there has to be a reason and a connection for purchase.
User purchasing thoughts and behaviors
I conducted a survey with multiple choice and short answer questions to gain a better understanding of important content and thoughts according to users during the research and purchasing process.
82% of users look for price transparency right away
60% of users consider brand reputation and relatability
53% of users look for ingredient sourcing
53% of users say their choices are impacted by testimonials and reviews
User purchasing thoughts and behaviors
I conducted a survey with multiple choice and short answer questions to gain a better understanding of important content and thoughts according to users during the research and purchasing process.
82% of users look for price transparency right away
60% of users consider brand reputation and relatability
53% of users look for ingredient sourcing
53% of users say their choices are impacted by testimonials and reviews
User purchasing thoughts and behaviors
I conducted a survey with multiple choice and short answer questions to gain a better understanding of important content and thoughts according to users during the research and purchasing process.
82% of users look for price transparency right away
60% of users consider brand reputation and relatability
53% of users look for ingredient sourcing
53% of users say their choices are impacted by testimonials and reviews
“FDA regulation of supplements is sketchy, COVID deregulated many drugs for telehealth purposes and now everything is marketed on Instagram. I’m not sure what to trust.”
— Sabina, 29
Challenges we are facing
Users do not trust holistic non FDA regulated supplements as much as regulated medicines
Users are impacted by testimonials and reviews, but we cannot get reviews till launch and users mention that testimonials can seem “pushy”
Brand reputation and appearance is important for trust and shopping experience, but Melody’s Remedies does not have a consistent brand
Melody’s Remedies only has one product as of now, how can we sell a brand experience with one product and but make room for others on the way?
The website will be built on Squarespace, there are limitations and constraints to consider when using a website builder. What design patterns are supported and how can I make this design reusable for future product pages for the owner to recreate on her own?
Challenges we are facing
Users do not trust holistic non FDA regulated supplements as much as regulated medicines
Users are impacted by testimonials and reviews, but we cannot get reviews till launch and users mention that testimonials can seem “pushy”
Brand reputation and appearance is important for trust and shopping experience, but Melody’s Remedies does not have a consistent brand
Melody’s Remedies only has one product as of now, how can we sell a brand experience with one product and but make room for others on the way?
The website will be built on Squarespace, there are limitations and constraints to consider when using a website builder. What design patterns are supported and how can I make this design reusable for future product pages for the owner to recreate on her own?
Challenges we are facing
Users do not trust holistic non FDA regulated supplements as much as regulated medicines
Users are impacted by testimonials and reviews, but we cannot get reviews till launch and users mention that testimonials can seem “pushy”
Brand reputation and appearance is important for trust and shopping experience, but Melody’s Remedies does not have a consistent brand
Melody’s Remedies only has one product as of now, how can we sell a brand experience with one product and but make room for others on the way?
The website will be built on Squarespace, there are limitations and constraints to consider when using a website builder. What design patterns are supported and how can I make this design reusable for future product pages for the owner to recreate on her own?
Curating content for target users
To optimize customer conversion for Melody's Remedies, I used a targeted approach in organizing and crafting website content. Through the creation of a persona and aligning language with the preferences of the target audience, I successfully converted site visitors into believers and buyers.
Curating content for target users
To optimize customer conversion for Melody's Remedies, I used a targeted approach in organizing and crafting website content. Through the creation of a persona and aligning language with the preferences of the target audience, I successfully converted site visitors into believers and buyers.
Curating content for target users
To optimize customer conversion for Melody's Remedies, I used a targeted approach in organizing and crafting website content. Through the creation of a persona and aligning language with the preferences of the target audience, I successfully converted site visitors into believers and buyers.
How may we gain users’ trust with all the noise surrounding holistic medicine and no FDA approval?
The design emphasizes transparent communication with strategically placed testimonials for a balanced user experience. The newsletter signup fosters community engagement for comfort, while a signed letter from the founder enhances transparency, creating familiarity for trust. Including a quantitative statistic grounds holistic practices in reality for skeptics. Redirecting the brand strategy and building a brand story within the e-commerce user flows were deliberate actions aimed at instilling trust in the brand. By facilitating an organized strategy, Melody's Remedies is presented as poised, professional, and trustworthy in the competitive health & wellness market.
How may we gain users’ trust with all the noise surrounding holistic medicine and no FDA approval?
The design emphasizes transparent communication with strategically placed testimonials for a balanced user experience. The newsletter signup fosters community engagement for comfort, while a signed letter from the founder enhances transparency, creating familiarity for trust. Including a quantitative statistic grounds holistic practices in reality for skeptics. Redirecting the brand strategy and building a brand story within the e-commerce user flows were deliberate actions aimed at instilling trust in the brand. By facilitating an organized strategy, Melody's Remedies is presented as poised, professional, and trustworthy in the competitive health & wellness market.
How may we gain users’ trust with all the noise surrounding holistic medicine and no FDA approval?
The design emphasizes transparent communication with strategically placed testimonials for a balanced user experience. The newsletter signup fosters community engagement for comfort, while a signed letter from the founder enhances transparency, creating familiarity for trust. Including a quantitative statistic grounds holistic practices in reality for skeptics. Redirecting the brand strategy and building a brand story within the e-commerce user flows were deliberate actions aimed at instilling trust in the brand. By facilitating an organized strategy, Melody's Remedies is presented as poised, professional, and trustworthy in the competitive health & wellness market.
How can we attract users to discover the benefits of the product and help them understand how it can positively impact their needs?
I prioritized user-focused branding, narrating a compelling story on each page to resonate with our target audience. I organized the content for easy readability and scannability with hierarchy in mind, breaking it down into sections that addressed users' specific interests, especially focusing on answering the question, "Why Melody's Remedies?" This approach aimed to strengthen the connection with our users.
How can we attract users to discover the benefits of the product and help them understand how it can positively impact their needs?
I prioritized user-focused branding, narrating a compelling story on each page to resonate with our target audience. I organized the content for easy readability and scannability with hierarchy in mind, breaking it down into sections that addressed users' specific interests, especially focusing on answering the question, "Why Melody's Remedies?" This approach aimed to strengthen the connection with our users.
How can we attract users to discover the benefits of the product and help them understand how it can positively impact their needs?
I prioritized user-focused branding, narrating a compelling story on each page to resonate with our target audience. I organized the content for easy readability and scannability with hierarchy in mind, breaking it down into sections that addressed users' specific interests, especially focusing on answering the question, "Why Melody's Remedies?" This approach aimed to strengthen the connection with our users.
How can we enhance transparency to help users feel comfortable with the term "holistic" and trust the contents of the products?
Realizing how important it is for customers to understand our product's ingredients and feel at ease, I tested two design options using A/B testing on the product page. The goal was to balance educational content with brand personality, professionalism, brevity, and trust. The conclusive finding favored the design of the full ingredient list without requiring users to scroll. This design choice allows for a visual, comprehensive overview of each capsule's contents, ensuring user convenience.
How can we enhance transparency to help users feel comfortable with the term "holistic" and trust the contents of the products?
Realizing how important it is for customers to understand our product's ingredients and feel at ease, I tested two design options using A/B testing on the product page. The goal was to balance educational content with brand personality, professionalism, brevity, and trust. The conclusive finding favored the design of the full ingredient list without requiring users to scroll. This design choice allows for a visual, comprehensive overview of each capsule's contents, ensuring user convenience.
How can we enhance transparency to help users feel comfortable with the term "holistic" and trust the contents of the products?
Realizing how important it is for customers to understand our product's ingredients and feel at ease, I tested two design options using A/B testing on the product page. The goal was to balance educational content with brand personality, professionalism, brevity, and trust. The conclusive finding favored the design of the full ingredient list without requiring users to scroll. This design choice allows for a visual, comprehensive overview of each capsule's contents, ensuring user convenience.
How can we inform users about what to expect from Melody's remedies in the future?
In this startup with a sole product, strategic design and placement are pivotal for garnering interest, building momentum, and sustaining consumer intrigue. Emphasizing community and forging a connection with the founder cultivates a sense of exclusivity, keeping users engaged. The newsletter sign-up ensures ongoing updates on new products, while placing 'coming soon' items near current offerings sparks curiosity and guides users to the purchasing area upon availability.
How can we inform users about what to expect from Melody's remedies in the future?
In this startup with a sole product, strategic design and placement are pivotal for garnering interest, building momentum, and sustaining consumer intrigue. Emphasizing community and forging a connection with the founder cultivates a sense of exclusivity, keeping users engaged. The newsletter sign-up ensures ongoing updates on new products, while placing 'coming soon' items near current offerings sparks curiosity and guides users to the purchasing area upon availability.
How can we inform users about what to expect from Melody's remedies in the future?
In this startup with a sole product, strategic design and placement are pivotal for garnering interest, building momentum, and sustaining consumer intrigue. Emphasizing community and forging a connection with the founder cultivates a sense of exclusivity, keeping users engaged. The newsletter sign-up ensures ongoing updates on new products, while placing 'coming soon' items near current offerings sparks curiosity and guides users to the purchasing area upon availability.
E-Commerce plan for a young company
Melody’s remedies is a young company. To keep organized with future product launches, phases and feature rollouts, I made a features roadmap to consider potential helpful additions to the site. I had to keep in mind this is an early start up in need of an MVP quickly.
E-Commerce plan for a young company
Melody’s remedies is a young company. To keep organized with future product launches, phases and feature rollouts, I made a features roadmap to consider potential helpful additions to the site. I had to keep in mind this is an early start up in need of an MVP quickly.
E-Commerce plan for a young company
Melody’s remedies is a young company. To keep organized with future product launches, phases and feature rollouts, I made a features roadmap to consider potential helpful additions to the site. I had to keep in mind this is an early start up in need of an MVP quickly.
Importance of responsive design in e-commerce
Given the prevalence of mobile shopping over desktop, with one study reporting that mobile eCommerce sales constituted 65.7% of total e-commerce sales worldwide in 2022, it's essential to ensure a seamless transition to mobile. I ensured a seamless transition to mobile by applying familiar UX design patterns that users are accustomed to, choosing elements that transition easily between devices.
Importance of responsive design in e-commerce
Given the prevalence of mobile shopping over desktop, with one study reporting that mobile eCommerce sales constituted 65.7% of total e-commerce sales worldwide in 2022, it's essential to ensure a seamless transition to mobile. I ensured a seamless transition to mobile by applying familiar UX design patterns that users are accustomed to, choosing elements that transition easily between devices.
Importance of responsive design in e-commerce
Given the prevalence of mobile shopping over desktop, with one study reporting that mobile eCommerce sales constituted 65.7% of total e-commerce sales worldwide in 2022, it's essential to ensure a seamless transition to mobile. I ensured a seamless transition to mobile by applying familiar UX design patterns that users are accustomed to, choosing elements that transition easily between devices.
Next Steps
Implement Google Analytics post-launch to analyze user behavior and assess overall site performance.
Prepare for the launch of product #2 by creating scannable and easily understandable content. Coordinate marketing strategies and ensure website readiness for the new product.
Set up the backend system for review marketing emails to collect consumer reviews, enhancing the depth and relevance of the product page. Determine the most impactful design for presenting reviews.
Next Steps
Implement Google Analytics post-launch to analyze user behavior and assess overall site performance.
Prepare for the launch of product #2 by creating scannable and easily understandable content. Coordinate marketing strategies and ensure website readiness for the new product.
Set up the backend system for review marketing emails to collect consumer reviews, enhancing the depth and relevance of the product page. Determine the most impactful design for presenting reviews.
Next Steps
Implement Google Analytics post-launch to analyze user behavior and assess overall site performance.
Prepare for the launch of product #2 by creating scannable and easily understandable content. Coordinate marketing strategies and ensure website readiness for the new product.
Set up the backend system for review marketing emails to collect consumer reviews, enhancing the depth and relevance of the product page. Determine the most impactful design for presenting reviews.