INGEDESIGN

My Role

  • Marketing Researcher

  • Marketing Strategy

  • Brand Identity Design

  • Web Design

  • The entire project from conception until the public launch.

  • Timeline 3 months

Converting Web Traffic in Sales

Gogomimo is a specialized educational toy store focused entirely on the online market. When I received the project, the website was not generating sales. I led user research, competitive landscape analysis, and marketing research to create a cohesive experience for users when they arrived at the online store. Additionally, I developed a brand identity, including logo design and color scheme, and crafted a strategy for social media and digital marketing.

Final Solution

Logo & Brand Identity Design

Logo design
Business card
Example of logo in a shopping bag

E-commerce

Landing page for e-commerce

Process

Identifying the Problem

Upon joining the project, I found the online store had good traffic volume; however, the cart abandonment rate was too high. The sales conversions were also too low, making the business model unsustainable overall. This situation was not merely the result of a poor interface. Several factors contributed to the poor performance, including market fit, customer service, value proposition, and content strategy.

Initial Questions

  • What is the value proposition of the company? What sets them apart from others?

  • Who were their current customers? What do they have in common?

  • How does the company manage customer support?

  • How did the company structure the information architecture?

Research

I used the company’s Facebook and Instagram accounts to understand user demographics and their connection with the brand. I examined 50 profiles and found the following insights:

  • Most of them were parents for the first time

  • They were concerned about raising kids in safe environments (physically and emotionally)

  • When buying online, they wanted to be sure that there was a human on the other side, ready to answer their questions

  • They wanted quality tools that would help them educate their children without computer screens.

  • Which need, desire, or goal do the products solve?

Example of user's metrics

Survey

Using the database of previous customers, I sent a survey to learn more about the topics they were more interested in as parents. The main objective of this research method was to get ideas to create content for social media, mail marketing and pieces of advertising.

Main Topics Found

Parents are most worried about the following:

  • 1

    Mental health of their kids

  • 2

    Their children’s learning skills

  • 3

    The time their children spend on mobile devices

Qualitative research

Identifying Pain Points During the User Journey

I met with stakeholders to conduct workshops and create user journey maps, aligning everyone on the expected customer experience. I shared customer feedback gathered from WhatsApp, Facebook Messenger, and Zendesk to provide context on user difficulties.

Sketches generated during workshops with stakeholders

Customer Journey

Example of user's journey sketch

Customer’s Website Flow

Sketches of pain points

Using Quantitative Research to Build Information Architecture

I designed the information architecture based on user interview insights and Google Analytics data.

Most visited pages

Pie Chart

User’s website flow

Website Flow

Wireframe

Wireframe

Final Workflow

UX design for eCommerce

Design Impact

After launching the new design and marketing strategy, sales grew by 20%. Organic traffic also started to happen thanks to the blog posts.

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