Sunfood E-commerce Facelift

Project

Sunfood's DTC website generated significant revenue for the company, but the website looked like it was built in the 90s and never updated. Poor functionality and a lack of modern features were hurting conversions and most certainly leaving money on the table. We didn't have the budget for a total reconstruction, so I worked within the existing framework to revamp the design.

My role

UX/UI designer, project manager. Worked with a Magento expert to update code and build new features.

Challenges

• Work within the limits of a hardcoded infrastructure

• Poor navigation system and product categorization

• No mobile site, non-responsive theme

• No A/B testing functionality

• No customer rewards system

• No referral program

• No abandoned cart program

Results

• Revamped design for desktop, brand new mobile site

• Overhaul of navigation and taxonomy

• Added features: A/B testing, abandoned cart, customer rewards, referral program

• Conversion Rate increased across the board:

• Mobile +6%

• Desktop +85%

• Tablet +12%

• 100% increase in revenue from direct traffic

• Abandoned Cart program added 25% revenue increase

• 20% growth in total monthly revenue

• 10% increase in AOV

• 15% increase in LTV

• 10% increase in email channel PSV (per session value)

Revamped homepage compared to previous homepage

New mobile friendly designs