⚡ Boosted conversions & retention through strategic UX design.
Designed a CBD brand and mobile store experience with the goal of increasing conversions by 25% and user retention by 20% within the first 6 months after launch. The project focused on two key phases: creating a distinctive brand & packaging, followed by UX/UI design of the store experience and usability & A/B testing for continuous improvements towards the goal.
🎯 Goals & Metrics (E-Comm Focused)
Conversion Rate Optimization: Increase mobile store conversion rate by 25% within 6 months.
UX Insight (How): Streamline product pages and simplify checkout to reduce friction.
Testing: A/B test checkout flows and layout changes.
Measure: Track completed purchases vs. visits in Google Analytics.
User Retention & Session Duration: Boost returning user retention by 20% within 6 months.
UX Insight (How): Use intuitive navigation and personalized content to encourage return visits.
Testing: Test content placements and nav patterns with session replays.
Measure: Analyze returning user rates and session length.
Sales Funnel Engagement: Improve homepage to checkout click-through by 15%.
UX Insight (How): Guide users with clear CTAs and a simplified sales journey.
Testing: A/B test CTA styles and funnel layouts.
Measure: Monitor funnel progression via heatmaps and click-through analytics.
+25%
Conversion Rate
+20%
User Retention
+15%
CTR Sales Funnel
🧠 Research on CBD Users
Let's talk about packaging, goods & the online shopping experience. We conducted in-person interviews and surveys with wellness focused users (ages 21–45) to uncover needs and pain points. Here's what we found:
🛒 User feedback revealed that many found the online shopping experience for CBD products overwhelming, citing cluttered layouts, unclear product benefits and a general lack of trust in unfamiliar sites as key barriers to purchase.
📊 Competitive audit highlighted missed opportunities in the marketplace and validated product strategy.
🔍 Top user concerns included sustainability, taste, freshness, packaging and price to quantity value.
💬 Empathy map analytics revealed key motivations for CBD use being stress relief, better sleep, and natural wellness.
🧩 Testing & Solving Usability Pain Points
Usability testing began at the wireframe stage, with ongoing testing and iterative improvements throughout the process.
We set out to create a seamless mobile CBD shopping experience but usability testing revealed key friction points that impacted task completion and user satisfaction. We asked:
"How might we make shopping CBD online feel effortless and trustworthy?"
🔎 Users struggled to find specific products without a search function: Even though the product offering was small, scrolling lead to frustration during usability sessions.
📦 Product cards were not prioritized based on bestsellers or relevance: Users felt disengaged when scrolling through less popular options first, such as the 2-pack deal, which is more expensive than buying just 1 first
↩️ Checkout lacked a clear way to go back and edit selections: This led to user frustration and even cart abandonment when mistakes were made or details needed updating. We rearranged the checkout experience and gave users the option to go back, but also optimized product selection add-ons and removal at checkout
With a clear action plan in place, we implemented targeted design iterations.
✅ Conclusion
By blending strategic brand thinking with user-centered design, I helped Layback Goods carve out a distinct space in the saturated CBD wellness market. Through deep user research, testing, competitive analysis and collaborative stakeholder workshops, we crafted a brand, packaging and mobile experience rooted in sustainability, simplicity and real user needs. The result? A cohesive identity and digital presence designed to resonate with wellness consumers.
Hope you enjoyed the process!
