✧ Boosts Sales Conversion in Simplifying UX Design in Shopify

Phoebe Yan

Completed work

Content Research

UX Designer

Shopify Designer

Figma

Google Meet

Shopify

E-Commerce

Inspirely

Inspirely is an e-commerce platform that offers DIY Kits, workshops, and camps for grade 1 - 8 students in Canada.

Overview

Joined in as Inspirely is in need to update their outdated website on Shopify which consists only one page with an information dump: wide variety of products like DIY Kits, Workshops and Camps for grade 1 - 8 students in Canada and that is affecting sales in Shopify.

Background of the project

Time: Feb 2024 - Jul 2024

Context: Inspirely’s outdated website on Shopify is affecting their sales due to information overload into one page website.

Goal: To re-design their shopify’s website by lowering client’s cognitive load while pushing promotional items onto home page.

My Role

Sole Product Designer - Product Design, Product Strategy, Interaction Design, Competitive Analysis, High - fidelity wireframe and prototype, Design Assets including icons and prototype components, Presentation Deck

Timeline & Status

March 2024 - Jul 2024

Project Focus: revamp home page for better sale conversion rates

Who is affected?

Re-purchasing customers who are Parents, Educators, Corporations

Why does this problem arise?

Too many information in one page --> create confusions for users as there are too many options to click on or scan through

Final Experience

Separated information into multiple pages within Shopify to cut down on confusion through information hierarchy and boost sales conversion with a 3-clicks design.

See it in actions

✧ Highlights ✧

Walkthrough Inspirely's Home Page

Home Page Before and After

Home Page Re-Design

Clearer Information Hierarchy with bolder font choice to highlight promotional items through a higher contrast CTA that guides user into purchasing flow within 3 steps design.

Better layout for promotional production section with information hiearchy

Easier to Read Product Highlight Section

Tucked away details of product and only focus on key title information

BIG CTA button to prompt users into purchasing flow --> boosted sales conversion!

Larger Pictures because it catches user attention

Simplified Footer Section

Minimize all information to only titles

Re-arranged "sign up for newsletter" to the same section as the footer to reserve space with clearer CTA button

Exploration Stage

What is wrong with the Home Page?

To find out in details what current Home page has, I have ran a UX Heuristic Review:

Too much information is jammed into ONE PAGE

Unable to find a CTA button due to too much texts.

Footer section is a jam of links with no clear labels.

But this isn't enough, I need user behaviors data to show the traffic to each section of the page:

Customers land on the Home Page and leave in less than 10 seconds due to the information overload.

No organic traffic to other pages other than direct link after they have purchased a product and directed through email confirmation.

Business goals or Constraints?

Technical limitations in designs are only bound to use Shopify's templates

New Business strategy promotes Workshops > DIY Kits > Classes & Camps

currently, there is not promotion towards workshops but DIY Kits and Classes & Camps

There are 3 types of customers to balance: Parents, Schools and Corporations

Design Process

Site Map Progression

Since the main pain point for businesses and customers is information overload in homepage, we need to re-define each page.

After a few information hierarchy workshops with CEOs and a few customers:

Home Page

Highlight promotional product in slider

Explain what Inspirely has to offer

Each section has one clear CTA to guide to checkout flow

Learning Tracks

Lists out all programs according to product categories: workshops, DIY Kits, Classes & Camps with filter for different grades

User Behavior Metrics: to find out which product is most popular

Partner with Us

individual sites tailored for parents, schools and non-profits and corporations

Discover your passion

a hub of all workshops with direct links to add to cart and finish the 3 steps checkout flow

Learn More

hub for FAQs and educational blogs that are sent as newsletter to existing customers

Contact Us

Contact info to customer support

Takeaways

Shopify's own Sales Tracking tool is POWERFUL

Since this website is hosted on Shopify, I was able to go deep dive on user behavior metrics through Shopify's own customer metric tools

Customizable event tracking on checkout flow was amazing and I was able to track the success of sales conversion from 19% to 70% due to the new design is up and less customers leaving the home page when they first land into it.

E-commerce business owners might not understand what UX is

Business owners might not come from a tech background and mistake UX as web design.

I hosted a UX heuristic workshops with the CEO to highlight the difference between web design and UX Design and through information hierarchy workshops to show to CEO how information is layered can affect customer's decisions in driving sales.

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Completed work

Posted Mar 8, 2025

Simplified content in Shopify to boost Sales Conversion with 3 clicks design through UX Research and UX Design.

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