SOLEOADO

How I Revamped SOLEOADO's Marketplace:
Streamlining the Artistic Shopping Experience

Problem

Business Challenge:

SOLEOADO's website was difficult to navigate and had less-than-ideal conversion rates, preventing the business from reaching its potential.

User Challenges:

Confusing navigation structure
Complex checkout process
Poor product discoverability
Lack of accessible, clear company information

Solution

Approach:

UX research and redesign focused on user needs and business goals.

Key Interventions

User research and persona development
Usability testing with target users
Information architecture redesign
WordPress-based implementation
Branding style guide development

Impact

Measurable results:

15% increase in conversions
21% reduction in bounce rate
23% faster checkout process
10% increase in AOV

Successfully delivered a more accessible and conversion-focused website within budget and timeline constraints.

My Role

Lead Product Designer, in direct collaboration with the CEO

Team: Product Designer (me), CEO

Timeline: 2 months

Tools: Figma, Google Analytics, Miro, WordPress, Zoom

My Contributions by Phase

Research Phase: Created user personas from client insights, designed and deployed screener survey, conducted usability tests with 5 participants
Analysis Phase: Synthesized usability test data using affinity mapping, prioritized issues and recommendations
Design Phase: Created wireframes and prototypes in Figma, developed information architecture
Validation Phase: Conducted second round of usability testing, collaborated on branding style guide
Implementation: Worked within WordPress constraints to implement design

Disclaimer: Due to confidentiality and access restrictions, I am unable to showcase the full scope of the redesign or the original company materials. However, I have included the design revisions I made on the new site, which highlight key aspects of the redesign process.

Target Audience

Based on client insights and research, SOLEOADO's primary users are:

Individuals interested in healing arts and spiritual wellness
People seeking art with meaningful, inspirational messages
Customers looking for affirmation-based products
Users who value personal growth and soul expansion

My User Research Approach

Due to time and budget constraints, I:

Created user personas from existing client knowledge
Advocated for additional user research (although unable to conduct)
Focused on usability testing with 5 relevant participants
Used screener survey to find appropriate test participants

⚠️ Project Constraints

Platform Limitation: Website had to be built on WordPress
No Developer: Design had to be implementable without developer resources
Time Constraints: 2-month timeline for complete redesign
Content Access: Limited showcase to original materials due to confidentiality and access restrictions

My Design Process & Methodology

What I Achieved &
What I'd Do Differently in the Future

The redesign successfully addressed user navigation concerns and improved conversion rates while maintaining the spiritual and healing-focused brand identity that resonates with SOLEOADO's audience.

Immediate Impact

*Data analytics after the initial site redesign and before design revisions on the new site

Future Recommendations

I identified several opportunities for improvement but due to time and resource constraints, I was unable to implement them:

Enhanced product customization features
Improved mobile experience optimization
Advanced search and filtering capabilities
Expanded user research and testing

Regular usability testing and feedback collection should be incorporated into the website's maintenance strategy to continue optimizing the user experience.