The original website felt dated and templated, failing to capture the elevated tone of a young but premium brand. The design lacked distinction and didn’t visually or structurally express the brand’s sophistication. Navigation and product discovery were cluttered, making it difficult for users to browse intuitively. Both the product listing and product detail pages functioned primarily as transactional surfaces rather than persuasive shopping experiences.
The redesign focused on creating a cohesive visual system and information architecture that better aligned with the brand’s identity—elevating the aesthetics, simplifying navigation, and infusing the shopping journey with moments of storytelling and trust.
Post-launch analysis showed a 50% lift in conversion rate and an 82% increase in revenue per visitor, validating the new design’s performance-driven foundation.
Following launch, we collected behavioral and transactional data over a 30-day period to understand how users were interacting with the new experience. Despite a 30% increase in human sessions, the website demonstrated significantly improved efficiency: conversion rate rose by 50%, and higher average order values drove an 82% increase in revenue per visitor. These results validated the new design’s impact on both perception and performance, confirming that design decisions grounded in data yield measurable business outcomes.
With the strong baseline established, the next phase aimed to accelerate growth while minimizing risk. We implemented a rigorous A/B testing program to validate which changes truly contributed to performance gains. Our roadmap targeted both high-performing segments—where incremental optimization could compound results—and underperforming audiences, where friction reduction and experience refinements had outsized upside. Using data-driven predictions of impact, we prioritized experiments based on expected value, moving only the highest-confidence improvements straight into development. This approach created a sustainable feedback loop between design, data, and revenue performance.
