Richline Digital: eCommerce Mobile Experience UX

When I joined the team, Richline Digital’s home-grown eCommerce CMS had a mobile experience that badly needed design improvements. The CMS was about ten years old when I joined, and our mobile traffic to the site was sizable and growing. After discussions with key stakeholders, we decided that we needed to implement several changes to support our users as they engaged with our brands on mobile devices.

Iterative Design and Collaboration with Stakeholders

Duration: 4 months

My Roles

• Design Lead
• User Researcher
• Lead Prototype Creation & Iteration

Phase Summary

This project was UX-focused, as the team had already established brand guidelines for our portfolio brands. I owned the redesign of the mobile experience within our CMS as a solo designer. First, I analyzed our user data using Google Analytics and Hotjar to identify user problem areas (drop-off, dead clicks, filtering trouble, etc).

The stakeholders for this project were our company's three brand owners and our VP of Engineering, Marketing Director, and CEO. Through numerous iterations, I worked with the stakeholders to address varying brand needs and prioritize our high-value features. I worked closely with our marketing team to identify high-value features and leveraged Google Analytics and Hotjar/Fullstory to understand user behaviors better.

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This redesign had far-reaching impacts on our brands, specifically our top-selling brand, Silpada. After implementation, we identified:

• A 22% increase in conversion for individuals who clicked into their carts
• User studies revealed significantly reduced friction for users attempting to find particular items in their searches (also backed by increased conversion rates and less time spent on pages)
• Significant reduction in dead clicks on mobile devices (due to accessibility improvements)

For fun...

This project was very UX focused, but I wanted to play with the visual design. I reimagined the design as a mobile app from the Product Page through the Checkout flow. 🙌
Two clickable prototype variations are here and here.
See it on Dribbble

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