Overview
As the solo designer for Lintier Jewellery, I led the design and launch of their first e-commerce website. Despite modest traffic after launch, the site saw zero online sales.
Over an 8-month timeline, I continuously monitored user behavior, then ran a focused 2-week optimization sprint targeting iOS mobile users — the largest but least converting segment. Through data-informed UX update, I enabled the brand’s first successful online sale, contributing to $10,000 in total digital revenue by the end of 2024.
Role & Duration
Product Designer
8 Months
(2 weeks focused on optimization)
Client
THE CHALLENGE
Despite launching a functional e-commerce website, Lintier Jewellery was seeing zero online sales.
I needed to uncover what was blocking conversions and turn insights into actionable UX improvements that could drive the brand’s first digital revenue.
User Research
Problem Statement
To better understand where users were dropping off, I implemented Microsoft Clarity. During the testing period, the data revealed a critical issue: 1,237 users visited the site, but not a single purchase was made. Despite small signs of purchase intent (22 users added to cart, 17 reached checkout), the final conversion rate remained 0%.
The user research led me to set a clear goal:
User Conversion Data During Testing Period
User Segmentation
To better tailor UX improvements, I analyzed the devices, browsers, and operating systems our visitors were using.
The data revealed that half of all users were consistently on iOS mobile devices and Mobile Safari browsers:
50% of visitors used iOS as their operating system.
50% accessed the site through Mobile Safari browser.
This suggested that Apple mobile device users are critical for improving conversion rates.
Analytics showed that focusing on mobile Apple users would have the highest impact on improving conversions.
Heatmap Analysis
To understand what prevented users from completing their purchases, I conducted a heatmap analysis on our top-selling product detail pages.
For our iOS-dominant audience, ShopPay account would encounter friction by needing to create an account and manually enter their billing and shipping information. This additional step created an unnecessary barrier at the critical moment of purchase.
Identifying this friction point became a key focus for optimizing the mobile checkout experience.
The data revealed an important insight:
Despite Shopify’s default emphasis on the Shop Pay button, user interaction with it was minimal.
Even when iOS users chose to proceed with Shop Pay, they were prompted to create an account —
introducing unnecessary friction that disrupted quick purchase decisions.
Design Solution
I replaced the primary Shop Pay button with Apple Pay, allowing our predominantly iOS mobile users to complete their purchases using Face ID or Touch ID. This significantly reduced friction by removing the need to create or log into a Shop Pay account, ultimately reducing friction to complete a purchase.
Impact
Although I didn’t have sufficient time to measure long-term conversion rate improvements, the initial results — including the first successful transaction within two weeks — suggest a strong correlation between reduced friction and increased purchasing behavior.
Key Learnings
Data-driven decision making, even with limited resources, can lead to significant improvements
Understanding device-specific user behavior is crucial for e-commerce success
Reducing friction in payment processes can directly impact conversion rates
Next Steps
Before wrapping up the project, I integrated Google Analytics to enable deeper, long-term performance tracking. I recommended using this data to quantify changes in conversion rate and monitor user behavior trends over time. As a future opportunity, I’d explore marketing initiatives to drive more qualified traffic and evaluate how UX improvements scale with growth. I'd also be excited to contribute to the intersection of UX and marketing — helping align user experience with business outcomes and growth strategies.
Achieved first successful online transaction
within 2 weeks of implementation
14 Days
To Frist Online Transaction
$10,000
2024 Annual Revenue Achievement
Contributed to reaching revenue target from launching website and UX optimization.
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Hi, I'm Kyle! 👋
Creating thoughtful designs where human needs meet business impact.
Made with long black ☕️