2016 – 2017
Vitafy
Frictionless shopping
As one of two UX designers at Vitafy, I worked on creating a seamless online shopping experience for fitness and nutrition enthusiasts. Since the design team had just been formed, we started by laying the foundations for an efficient collaboration and delivery through formalizing our processes.
Team
Product Owner, 2x Frontend Developer, 2x UX Designer
Journey mapping and prioritization
To gain a deeper understanding of our user base, we ran an extensive research project. Asides from conducting interviews, we analyzed usage data and secondary research, such as the benchmarking reports by the Baymard Institute. The outcomes were visualized in the form of user journey maps and user personas supporting interdepartmental communication.
We combined the identified user pains with fall offs in conversion, and prioritized the list of issues based on their potential impact on user experience, business performance and development capacity. As a result we created a product roadmap which was revised monthly.
User flow and interface design
From here we redesigned the whole web shop section by section. I led multiple projects, incl. the main navigation, home page, newsletter sign up, product details pages as well as the cart. Each project covered a discovery phase, prototyping and usability testing as well as designing and handing over the final implementation.
Most design changes underwent a/b testing to assure a significant performance uplift. The usage of tracking software like Google Analytics, Inspectlet and Optimizely supported our evaluation process.
Design system setup
Along the way, I also drove the establishment of a design system – not only to assure visual consistency but to further improve the website’s performance. Revising the shop on a component basis allowed us to improve the usability and accessibility of each element.
