ObVus Website Redesign
Date: Q2 2023 - Q4 2023
Role: UX/UI Designer
Tools: Adobe XD, Miro Boards
Website Link: https://www.obvus.me/
Project Summary
The project centered on a redesign of the ObVus website, a brand specializing in the making and selling of ergonomic products. The existing site faced issues including a poor navigation, low performance rates, and a purchasing process from a secondary site (Amazon). The objective was to not only refresh the site's aesthetics but also enhance its functionality, promote direct sales through the platform, and highlight their wellness application called minder.
The site was redesigned to work both for Mobile and Web.
Challenges
The site brought a diverse set of challenges from an ineffective architecture and navigation, restricting users’ ability to discover products efficiently, and redirecting purchasing transactions to a secondary site (Amazon). Additionally, its performance metrics were low, resulting in high bounce rates and an overall poor user satisfaction. It was important to provide a redesign that worked uniformly to improve the users ability to discover and purchase products.
ObVus wellness application, minder App, needed to be highlighted throughout the page as the client wanted to improve the number of downloads from the Apple Store.
My Approach
Beginning with a thorough analysis of the existing website’s architecture, performance metrics, user flows, journeys, and personas it was necessary to identify the pain points associated with the site to facilitate its improvement.
The site’s architecture was reconstructed to optimize product discovery and improve the hierarchy of importance along the site. This process also involved improving the navigation bar to prioritize popular products and give space to showcase the minder App to increase its visibility and engagement. Utilizing the information collected from the audit we were able to make informed decision that were later tested to confirm its behavioral impacts.
Moreover, the direct sale of products through the website was a key feature during the redesign to reduce the necessity of using external platforms like Amazon and disrupting the user flow. Product pages and checkout processes were redesigned to incentivize users to complete their purchases directly from the site. We made this possible by creating a hierarchy on the calls-to-actions on each product page.
Solutions
Implemented a restructured navigation design to facilitate product discovery and highlight the brands wellness application.
Revamped product pages to include extensive information about the product and improve the checkout process for on-site purchases through calls-to-actions.
Integrated calls-to-action strategies to encourage users to explore the minder App and increase the number of downloads through the Apple Store.
Outcomes
Improved the site’s architecture and navigation to enhance the user experience and increase engagement.
Optimized performance to reduce the number of bounce rates specifically coming from the purchasing process and increased the number of direct sales on-site.
Highlighted the brands wellness application for a constant introduction to the application and in return increase the number of downloads.