Willow

Site Audit

Opportunity to improve user experience and conversion on mobile

Our strategist, James, conducted a website audit and found the mobile conversion rate (2.87%) is much lower than the desktop rate (6.41%). With 90% of Willow's traffic from mobile devices, this presents a key opportunity to improve mobile conversions.

Competitor Analysis

Fierce competition from brands offering lower prices

The wearable breast pump market is evolving with new brands like Medela, Lansinoh, and Momcozy entering.

It's crucial to show users why Willow's higher-priced products are worth the investment for moms' breastfeeding needs.

Business Goal

Boost the site's conversion rate and educate visitors

Based on the site audit, competitor analysis, and client meeting, we've set the following goals for this project:

1. Optimize the mobile experience to improve the conversion rate.
2. Increase AOV and revenue by enhancing the conversion of Willow’s most expensive product, the pump.
3. Establish Willow as the leading wearable pump by educating customers.

Wireframe

Align with the client using high-fidelity wireframes

Since this UX-focused project aims to highlight the Willow Pump and increase AOV, high-fidelity wireframes were created by the main designer, Rachel, to align with the client.

High fidelity prototypes with new style

After the wireframe was confirmed, I created high-fidelity prototypes for the Product Listing Page (PLP) and Mini Cart pages based on the style established in the homepage design.

Product Listing Page (PLP)

The original PLP showed too many products, hiding Willow's small collection and not highlighting the Willow Pump. The redesign introduced filtering to speed up finding products, adjusted the mobile filter for better usability, added brief product descriptions, and included a value propositions and support section.

Mini Cart

The mini cart was cleaned up for easier scanning and made the “add product protection” button more prominent. I suggested redesigning the protection purchase page to highlight the plan benefits, but it was not included due to technical constraints.

Content Guideline

I created content guidelines for the client, learning optimal file sizes and formats like WEBP.

I also improved client communication, emphasizing light background images with white space to ensure text visibility. This helps the client understand image choices and maintain the site's look after handover.

Outcome

Help increase revenue and establish brand positioning

With the redesigned conversion-focused pages launched in May 2024, Willow can now highlight Willow Pump products for new users and simplify accessory searches for returning users, boosting conversion rates and AOV.

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What I learned

Equipped with e-commerce industry knowledge

Working with Barrel, I learned key e-commerce concepts like conversion rate, AOV, and cross-selling. I focused on design that drives business impact and used research from the Baymard Institute to support my decisions.

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Reflection

Design with an understanding of platform capabilities

I gained valuable knowledge about Shopify, its themes, and plugins. Understanding the platform's flexibility helped me use its features to create customized solutions fitting the brand's needs.