THE BRIEF

Schmidt’s, the natural body care company, approached Surprise Highway and Sitelogic to design a new website for the brand. The existing website lacked standard e-commerce functionalities, and they wanted to bring the user experience up-to-date with industry standards and revamp their product organization to support new brand offerings. 

Further, they wanted the web experience to better showcase their brand identity, values, and products -- in particular, their commitment to all-natural ingredients.

Using analytics, heatmaps, and screen recording analysis, competitor analysis, and a UX audit using Baymard’s user experience benchmarks, I worked with the team at Sitelogic to identify opportunities for the new website.

The opportunities we identified lay mainly within the user ‘s path for shopping, so we set out to refresh the homepage, category list page, product detail page, and bundled product page.

We created wireframes and clickable prototypes that incorporated:

• a streamlined user flow from the homepage and improved navigation throughout the site
• a re-organized top navigation menu
  
• industry-standard design conventions for filtering, browsing, and item details
  
• opportunities to showcase the brand’s bold, no-nonsense personality through photo assets
• a focus on providing trustworthy information about ingredients and their origins and uses

With the new designs approved, our partners at Surprise Highway led the site’s development.

The new user flow and designs, together with performance improvements led by Surprise Highway, resulted in an 84% increase in mobile conversion rate and a 67% increase in overall conversion rate.