Stasis

Revamping Stasis' website UX across desktop and mobile, leading the project from user research to high-fidelity designs, which contributed to a 25% conversion rate boost.

Date

May 2022

Role

Design Research, Graphic Design

Tools

Adobe, Flourish

Project Type

Academic, Design Strategy

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Background.

Stasis is an innovative sub-brand of Thesis, leveraging a unique combination of vitamins and adaptogens to optimize the brain chemistry of individuals with ADHD, ensuring it stays closer to its natural baseline function.

Challenge.

Redeveloping branding and enhancing the brand recognition across website, while enhancing user experience and interface to achieve conversion rate optimization.

Solution.

Comprehensive website optimization UX to improve users' purchase process experience in terms of usability, translating insights gained from user research into impactful design implementations, and launching a customer portal. 25% increase to the website's conversion rate.

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Need for an efficient purchasing process.

I identified the original website lack the nudging process for customers to make purchasing decisions. Consequently, I conducted interviews with our target users to gain valuable insights. The analyzed results bridged the gap between design and user needs, laying the foundation for enhancing the website experience.

Solving branding inconsistency.

I developed a preliminary design system based on the established brand book, ensuring consistency, efficiency, and scalability for future design and development efforts. Beyond being a visual artifact, the design system serves as a strategic framework, organizing teams to deliver consistently high-quality products.

The Redesign.

I identified several pain points on the website, where the current design failed to effectively communicate the brand's value proposition and engage users.

Enhanced Visual Appeal creates a positive and engaging first impression by implementing a cohesive design language, appealing visuals, and strategic use of color schemes.

Effective CTAs guide users toward desired actions, resulting in increased conversion rates and improved user engagement.

Improved Readability through optimizing typography, text formatting, and implemented accessibility features, such as contrast enhancement and alternative text for images.

Not Yet. There’s more.

Through my customer insights, I discovered four key unmet needs of the current information architecture, leading to an opportunity for a new feature, all aimed at enhancing the overall customer experience.

Final Design.

A customer portal will do it all.

Centralized hub.

Effortlessly manage order details in a centralized hub, saving time for both CX team and users.

Order Management.

No need for phone calls, no emailing, just a simple tap to change the delivery date and customize delivery frequency instantly.

Manage preferences and information.

Manage profile and access help like changing address, payment information, email preferences, and more. And access help center directly.

Reflection.

Solving desires for both CX team and users.

The design concept effectively addressed the user’s need: to complete their shopping experience quickly and efficiently. I was able to learn why and practice how to implement various types of design affordances, signifiers, and indicators within our design.The final output of the customer portal project achieved remarkable acceptance across departments. Through strong collaboration and diligent verification efforts, we ensured that the solution met the diverse requirements and expectations of all stakeholders.