A clearer starting point for mobile shoppers

Mobile made up the large majority of traffic in the audit. We focused on how people used the homepage and how they got from there into the products.

My job was to turn what the data showed into a design direction. The mobile and desktop conversion rates were just background. They came from different groups of people, so they don’t show any design improvement.

The Men category was getting seen noticeably more than Women. Once people clicked through, they converted at about the same rate either way.

So Women was getting seen less, but people who did click behaved the same. That was worth looking into. Those rates only describe people who clicked, though. They don’t prove that showing Women more would get the same conversion from extra visitors. The exact figures come from a client analytics deck and haven’t been independently cleared for public disclosure, so they’re not published here.

I did the research and the Figma design, and worked with dedicated analysts on the analysis and the client presentation. On the homepage, I put Men and Women side by side near the top, with plainer category buttons and Shop Prescription underneath.

In the menu, I added Men and Women tabs and a Homepage link, so people could tell where they were. In the product carousel, I let part of the next product peek in and tidied up the labels and spacing, so it was obvious there was more to swipe through.

Each screen answers something specific we saw in the data. They’re proposals to test, not proof that visibility, usability or conversion got better.

I handed the designs over. The deck I have covers the audit and the Figma proposals. It doesn’t show whether they were built, or any results after launch.

The next step would be to test whether shoppers can find the right category, notice there are more products in the carousel and understand where each link goes. After that, a live test could measure category clicks and conversion, while checking nothing else on the site got worse.

What I’m showing here is how I went from what people were doing to a specific change on screen. The original audit included revenue estimates to show what might be possible, but they’re estimates, not results, so I’ve left them out.