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Studio J Smith

MyGemma

Objective:
Redesigning the key user journeys of the MyGemma website to improve conversion
Role:
CRO and UX Design
Date:
February 2021
Team:
Charlotte Brodie
Phoebe Lofts
Live link:
gemmabywpd.com

Project Brief

Using the existing Shopify site as a basis, I redesigned the key journeys of the myGemma site, with the goal of increasing conversion rate of the e-commerce platform.

Findings

We found the homepage accounts for 16% of the total traffic driven to the site with 50% of them bouncing off, indicating that users aren’t finding what they are looking for.

As part of a group of proposed Brand, CRO and UX changes, the key changes were:

  1. Tidying up overall layout, with an intro focus on the brand’s USP and why users should purchase from myGemma over their competitors.
  2. Introducing quick add links and click-through category blocks, for a streamlined fast shopping experience.
  3. Reviewing the branding, introducing accessibility-friendly accent colours to meet WCAG compliancy.
  4. Refining the product archive filters to focus on the most important factors for each collection.
  5. Restructuring the mini cart to encourage users to add upsells and complete purchase through competitive delivery options.
Next project:
Surya Spa
View Project