The Problem:

Blume’s bold branding resonates with Gen Z, but their website experience wasn’t fully supporting user needs—especially on mobile. Inconsistent navigation, unclear call-to-actions, and missing trust elements created friction in the buying journey. These UX gaps were likely increasing bounce rates, cart abandonment, and limiting overall conversion opportunities.

Research Process:

To dig deeper, I conducted a competitor analysis of Bubble and Glossier, reviewing site architecture, purchase flows, accessibility, and mobile responsiveness. I also developed a target persona: a mobile-first, socially conscious Gen Z shopper who values speed, authenticity, and community. These insights shaped both design recommendations and performance priorities.

KPI Strategy:

To ensure design decisions could be tied to measurable outcomes, I defined five key KPIs:

• Conversion Rate

• Bounce Rate

• Average Order Value (AOV)

• Cart Abandonment Rate

• Time on Page

These KPIs would track engagement improvements and help prioritize future optimization efforts.r time.

UX Recommendations:

My UX recommendations were focused on building trust, improving navigation, and streamlining the path to purchase:

• Add customer reviews and social proof directly to product pages

• Improve mobile navigation and filter functionality for easier browsing

• Use more lifestyle imagery to humanize products

• Simplify CTA language to drive clearer, faster action

• Introduce urgency messaging (“Almost Gone” banners) during checkout

A/B Test Ideas:

To validate the proposed improvements, I recommended several A/B tests:

• Checkout page with vs. without trust badges

• Homepage featuring a single CTA vs. a two-tier CTA structure

• Product pages with urgency messaging vs. without urgency

Each test would be analyzed against the KPIs to assess impact on engagement and conversions.

Tools Used:

Figma, Miro, Google Analytics, Canva, SWOT framework

What I Learned:

This project sharpened my ability to connect UX improvements directly to measurable outcomes, a skill I’m excited to bring to future product and ecommerce design roles.