What I did
UX/UI Design
I led the development of a new design strategy for one of Wolfson Brands’ most profitable brands, PhenQ, a global weight management supplement. As a result, the brand saw a 12% increase in conversions after two months of implementation.
In this role, I was responsible for understanding customer needs and identifying effective strategies to increase conversion rates. I focused on implementing user-led design decisions based on research and testing. Being an affiliate brand, the majority of PhenQ's customer base comes from long-form landing pages and repeat customers through email correspondence.
Research
We conducted a post-purchase survey for our global customers to gain insights into who they are and to identify any specific pain points in the purchasing process. This feedback, along with stakeholder interviews, was instrumental in enhancing the overall customer experience as we were able to address any challenges encountered during their journey. Our post-purchase survey was distributed via email and SMS to customers who purchased the product in the last 12 months. By including SMS reach out for this survey, we hoped to reach customers of all ages and not limited to customers who only use email or social media.
Personas
Analysis
Based on our findings, we developed personas to better understand customer needs and provide a clear customer profile for all partners. We focused our design efforts on showcasing new deals, as this was identified as a key area for improvement in the survey. This led to the creation of a specific bundle for existing customers, offering a discounted deal for purchasing all three PhenQ products together.
Design Improvements
After extensive competitor research, a number of style improvements were made, including an updated font, bolder colours, a new gradient background, and more inviting imagery. The design focused on highlighting product reductions and conveying a stronger sense of product quality.
A/B Testing
In collaboration with the CRO team, we conducted a series of A/B tests designed to enhance conversion rates on landing pages. Each test was conducted on a single variable on separate landing pages.
CTA Colour
Our first test focused on the colour of the call-to-action (CTA) button. Initially, the button was designed in orange, but we experimented with lime green to assess its impact on conversion rates. After running the test for two weeks with a 50/50 split, we found that the lime green CTA outperformed the orange option, resulting in a 10% increase in conversions.
CTA Wording
Next, we tested the wording of our CTAs, changing "Buy Now" to "See Today's Deals." This adjustment proved to be more effective, resulting in a 5% boost in conversions on the site.
Next, we tested the wording of our CTAs, changing "Buy Now" to "See Today's Deals." This adjustment proved to be more effective, resulting in a 5% boost in conversions on the site.
Key Achievements
As a team we successfully improved conversion rates on the new landing pages compared to previous launches, achieving a 12% increase in conversions after just two month of implementing all changes.
Customer Insights: Our survey was a vital tool for understanding our audience, allowing us to tailor our approach to meet their specific needs while prioritising deals to ensure the best prices for our products.
Effective A/B Testing: Through rigorous A/B testing, we refined design elements based on real user data, resulting in significant improvements in user engagement.
Expanded Reach: By expanding our survey distribution to SMS, we gathered valuable insights from older customers, a key demographic that played a significant role in shaping our strategy and focus.
These initiatives have collectively enhanced our understanding of the customer journey and continue to inform our ongoing optimisation efforts.