Built with Replo
How UX Design Drove +23% Conversion Boost Across 7 DTC Brands
The team behind Pattern Brands was formerly Gin Lane, a brand-building agency that launched +50 DTC startups, creating +$15 billion in market value (including Harry's, Sweetgreen, Hims, Smile Direct Club, Everlane, etc).
Pattern was born out of a successful track record of launching, operating, and scaling world-class brands. I joined Pattern Brands as a UX/UI Designer and worked on various projects, from building their first design system cart UX improvements, Search experience, shop page redesign, landing pages, branding, and more. The results were a conversion rate boost of 23%, 8% lowered cart abandonment, and 10% raised user satisfaction.
Core Responsibilities
UX/UI Design,
Conversion Optimization Design,
Design System
’’ Tanja is a natural UX designer and an eCommerce leader who understands how to balance creative and conversion-driving design to drive a direct-to-consumer business forward. She is incredibly organized and was instrumental in helping us manage and execute eCommerce strategies that helped us achieve revenue targets, increase conversion rate, and improve the overall customer experience. ’’
- Meredith Doherty, Director of Business Development E-Commerce
The brand platform of the DTC era. 7 Brands and 7 Shopify stores.
Gin Lane and the team transformed into Pattern Brands, and today it’s a rapidly growing family of DTC e-com lifestyle brands and currently consists of 7 brands, each with their own site, aesthetic, and type of customer.
Mobile homepages of GIR, Onsen, Poketo, Open Spaces and Letterfolk.
Designing for Growth and Conversions. My role encompassed:
User Research & Analysis
Using heatmaps, GA4 data, usability testing, and competitor analysis, I uncovered user needs and habits across all brands.
Conversion Optimization Design
Improved the features that led to a conversion boost by 20%, tested through A/B testing, and collaborated with CRO and engineering teams.
Design System
Reduced Development Time:
Our modular design system, built with reusable components, allowed engineers to implement changes seamlessly across all brands.
Landing Page Design
I designed 50+ landing pages, utilizing a variety of styles (editorial, product-focused, static, animated), and raised conversions by 30%.
Building a Unified Design System
My first challenge was spearheading the design of a unified Pattern Brands design system. This system would provide reusable building blocks for a new Shopify theme, allowing all 7 brands to maintain their unique aesthetics while sharing a cohesive foundation.
Issues with productivity across the teams.
- The Engineering team had to implement each change 5 times in 5 ways, because brands were hosted on Sanity and Shopify and 4 different themes.
- E-commerce coordinators couldn’t operate the same way across the brand portfolios, because the themes and platforms had different editing options.
- The Creative team had the issue of designing Heroes and Collection banners of different sizes for launches.
- The photography team had to make the product image ratio and colors differently for 7 brands.
Sped up our team workflow & lowered sites maintenance
- Reduced Development Time: No more repetitive code! Our modular design system, built with reusable components, allowed engineers to implement changes seamlessly across all brands.
- Empowered E-commerce Coordinators: Standardized workflows and a consistent editing experience empowered our E-commerce team to manage products and promotions with speed and ease.
- Streamlined Design & Photography: Standardized image sizes and a single theme meant the creative and photography teams cut their work time significantly.
Timeline: 1 month
Cart drawer with a gamified free shipping bar
Results
The conversion rate improved and cart abandonment lowered
With a hypothesis that these changes will improve our conversion rate, we asked ourselves:
- How do we build trust with the users?
- How do we gamify the free shipping threshold?
- How to integrate the upsells?
- How do we make the cart experience delightful?
Research
Doing research alongside: Deep Dive into Quantitative & Qualitative Data
The data oscillated from brand to brand, so the approach needed to be adapted, while the red connecting line also needed to be found, which was a big challenge.
Data-Driven Optimization
Used Clarity and GA4 to check mobile usage, cart drop-offs, top pages, user flows, and heatmaps.
.
Search interaction Improvements
The 4th most clicked item on the site, but with a very high % of drop-off and no result search
52% of users struggle with poor mobile search experiences.
41% of users miss relevant products due to a lack of upsells in search. Not highlighting related products during the search leads to missed sales opportunities.
47% of users leave sites due to slow searches. Delays in search results lead to frustration and drop-offs.
Results
Enhanced Search with the Mobile experience in focus
By streamlining:
- mobile search functionality,
- integrating upsells,
- and refining product recommendations,
Customers were able to find products faster and more efficiently, leading to improved user satisfaction and higher sales across all brands.
Timeline: 2 weeks
Filters and Collection Page Redesign Boosts Usability
I redesigned the collection page to enhance user experience, focusing on intuitive filter access and navigation.
By redesigning:
- the filters for easier access,
- introducing a horizontal collection menu,
- adding color filters,
- and refining price filters,
I streamlined the shopping process, making it more efficient and user-friendly.
These improvements led to better product discovery and increased user satisfaction.
Impact and Learnings
This is just a piece of my work at Pattern Brands, but through these projects, I discovered how powerful design can be when it’s centered around real user needs.
By diving into user data and focusing on consistency, I was able to make tangible improvements across our brands.
These changes didn’t just streamline our processes—they made our websites more engaging and easier to use, which in turn helped boost conversions.
It was a rewarding experience to see how thoughtful design could make such a big difference.
By focusing on consistency, user behavior, and brand identity, I was able to create impactful, scalable solutions that contributed to the growth.
Next Case Study: Landing Pages Optimized for Conversion
A showcase of landing pages designed to boost engagement and conversions for various clients through thoughtful, data-driven design.
You’re not just hiring a designer—you’re gaining a partner who is invested in your success.
Ready to make something great together?
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Posted Nov 12, 2024
How do you elevate 7 distinct brands under one roof? By improving Pattern Brands UX it transformed into a seamless, high-performing user journey.
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