DTC Enhancement: Consumer Centric Navigation

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Project Overview

The ask:

During my role as the Digital Creative Lead I was tasked to put a plan in place to enhance MadeGood’s consumer experience and journey for all our digital channels. As one of MadeGood’s revenue-generating channels, D2C was my focal point.

The goals:

During the assessment, the following KPIs were identified:
1) Drive incremental awareness through best-in-class media and SEO.
2) Evolving PDPs through consistent brand messaging and consistent visual ID by implementing clear communication pillars based on target segment.
3) Drive conversion by executing a promotional plan that aligns with Sales and Marketing goals.

The tools:

To understand customer dynamics and behaviour, Microsoft Clarity, Lucky Orange and Hot Jar, were the tools that provided heat and scroll maps that ultimately informed UX/CX decisions.

For designing wireframes and user maps I used Figma and the Adobe Creative Cloud for asset creation.

DTC goals were overachieved by ensuring that MadeGood’s consumer needs were immediately addressed:
1) Fast check-out for brand champions.
2) Discoverability and personal recommendations.

Before the revamped consumer journey, 48% of the visitors demonstrated purchase intent, however, my analysis showed that people were hitting “dead ends” with no other alternative than to return to the home page or bounce out.

By building a thorough Information Architecture I created journeys that ensured there was always a new product to discover.

The results

The new UX/CX allowed us to increase conversion rate by 64%, increase DTC revenue by 47% and increase purchase frequency among loyal customers by 8% year-over-year.