Parently Nordics Re-commerce
Over the course of a 5-month internship, I implemented a successful website redesign that resulted in increased conversions.
Client:
Parently Nordics
Category:
UX/UI Design, Shopify Design
My Role:
UX/UI Designer
I was tasked with a website redesign for a relaunch campaign of a re-commerce site.
Whoa, that was a lot of "res". Let's break this down: Parently is a re-commerce (a sustainable e-commerce term used by companies that offer used or borrowed products) platform that allows anybody to rent refurbished babies'/children's products instead of buying them new. This allows new parents or traveling families to only pay for what they need for as long as they need it, be it a stroller for a newborn or a bike for a growing toddler.
In 2024, Parently was in search of a new team to help them rebuild their company after a devastating bankruptcy filing. Determined to bring the brand back to life, the new owners set their sights on fixing the previously identified largest flaws. Among these flaws was, ultimately, the website. The Shopify template left much to be desired: the checkout process was not smooth and conversions were slow, the information customers needed was not fully there, and the navigation was overall confusing and frustrating.
What tasks did I take on?
Wireframing, user research, design iterations, template editing
We began by meeting to discuss goals such as conversion rates and website traffic, along with identifying friction points. This user research was done through the use of Hotjar to track customer interactions and Klaviyo to employ A/B testing for various features. A full redesign took place after compiling the data, first using Figma to plan a user journey, then drawing from an existing Shopify template to create a new look and feel.
Colors and icons were designed by the marketing team and edited/implemented to ensure cohesion across channels (Instagram and Facebook being the main ones).
Once published, the website was updated accordingly with multiple landing pages to help SEO, as well as pages detailing how products are refurbished and renewed before being sent off to customers.
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