Because Ecommerce Website Updates
Because, a bladder protection and personal care company, hired me to redesign their e-commerce website. The scope included updating the site’s visual design and reworking the homepage, product pages, customer account pages, and all related pages. The goal was to create a more modern, intuitive experience that would better serve both new and existing customers.
My Role
UI/UX Design
Visual Design
Timeline
2 Months
The Opportunity
Because’s website was caught between an outdated design and a partially implemented redesign. This led to user confusion, especially around subscription options, and contributed to high cart abandonment rates. I was brought in to complete the redesign and address key UX issues that were negatively affecting conversion and subscription KPIs.
Homepage redesign
The Process
With a UI kit already developed and problem areas clearly defined, I was able to move quickly into design execution. I conducted user interviews with aging seniors, which surfaced
important usability insights. Throughout the project, I incorporated competitor research and e-commerce best practices to guide design decisions.
Research
- User Demographics
- Define User Goals
- Stakeholder Interviews
- Customer Interviews
Empathize
- Ongoing persona check-ins
Create
- Flows
- Visual Design
- Prototype
Test
- Usability
- Track usage
Subscribe Component
Because believed that improving the subscribe component was central to reducing cart abandonment. I focused on simplifying the experience, making subscription benefits more visible, and clarifying the customer’s path forward. The redesigned component helped reduce friction during checkout, resulting in fewer abandoned carts and a lift in subscription sign-ups.
Shipments Component
For the homepage and account page, I designed an upcoming shipments component that clearly showed subscription details and delivery dates, while handling the complexity of one-time purchases, subscriptions, and drop-ship items.
Understanding Our Audience
Because’s audience was a challenging group to design for: mostly 60+ and not very tech-savvy, with a strong preference for in-person or phone orders. Fortunately, the Because team included a septuagenarian who helped us shape solutions that resonated with our users.
The Solution
The redesign focused on both high-level page layouts and the fine details of reusable components. Components were built to be more responsive, improving performance across devices. Page layouts were simplified and made more intuitive, ensuring users could easily navigate product offerings and manage their subscriptions.
Cart abandonment dropped by 25% and new subscription sign-ups increased by 13%.
The Results
The redesigned site delivered measurable business results. Cart abandonment dropped by 25% and new subscription sign-ups increased by 13%. The improved UX directly contributed to stronger conversion rates and a better customer experience for Because’s aging customer base.
Redesigned product comparison chart
Responsive customer service component
Product page permutations
New/Old product page comparison