E-Commerce Optimization
How do you build an integrated e-commerce ecosystem for a men's personal care brand?
Where
Cardon
Role
Project Lead
Duration
13 months
The Problem
Cardon's existing site had UX friction, and the internal team was hand-managing a bloated backend of disconnected tools. Working with a design and development agency, I scoped a full revamp to rework brand messaging, sharpen product discovery, and rebuild the backend around a clean CMS.
Process
The team had a long backlog but no clear read on the underlying user pain points. I ran usability tests with new and returning customers; a first-impressions test and a subscription-journey test; and led an affinity-mapping exercise of the findings against our business goals. The mapping helped illuminate where to focus the redesign.
What I Designed
I owned the feedback process during design reviews, contributing design solutions directly. Three had the most impact: a restructured navigation and information architecture (validated through card-sorting), a homepage product finder that matched users to products by skin concern, and a recommendation widget that surfaced a previously buried product selector inside the subscription portal. I also directed the creative photo and video shoots for all new site content.
The Results
We launched in under four months, with a 50%+ lift in onsite AOV, a 5%+ increase in new subscription rates, and a sharp drop in customer complaints — fast results that are rare for an overhaul this size, especially through a domain migration.
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