Introduction
Taji came to Nix Designs seeking a responsive website redesign that would help them better showcase their products, educate customers about the benefits of quality sleepwear, promote their mission to spread awareness about the importance of self-care, and ultimately increase conversion rate.
The Challenge
Taji faced a number of challenges with their website that were hindering their ability to effectively promote their brand and connect with customers. Their previous website was outdated, difficult to navigate and lacked the modern e-commerce features necessary to drive sales.
The Solution
Through careful research, planning and management of internal development teams, I was able to design and deliver a website that addressed these issues head-on, delivering a seamless shopping experience that aligned with Taji's mission to promote relaxation and well-being.
The Design Process
The project began with a comprehensive onboarding form and kickoff call to understand the brand, goals, and desired website features. This was followed by an extensive website audit and competitor research to identify areas for improvement and new features. Using the research findings, I created low-fidelity wireframes to gather feedback on the user experience.
After refining the wireframes with Taji, I proceeded to develop high-fidelity wireframes, incorporating images, colors, and custom copy. As mobile shopping was crucial for Taji's customers (around 65%), I crafted a mobile-friendly experience, considering best practices for seamless navigation.
Upon approval of the UX & UI, I facilitated the handoff of the designs and the assets to Nix's development team. As the project lead and as a developer myself, I closely collaborated during the development phase ensuring accurate implementation and conducting rigorous quality testing to meet functional and design requirements.
Results
Through my efforts, I was able to deliver a website that only looked great but also drove results. Since launching the new website in December 2023, Taji has seen a significant increase in conversion rate, with their rate jumping from an average of 1.67% pre-launch to a staggering 3.44% from launch through Q2 of 2024. These results demonstrate the impact of a thoughtful and strategic redesign that educates customers on why a product suits their needs.
