Revitalizing Lavair’s Online Presence: A Personal Journey to Conversion Success
Revitalizing Lavair’s Online Presence: A Personal Journey to Conversion Success
Revitalizing Lavair’s Online Presence: A Personal Journey to Conversion Success
As a product designer, I’ve always been drawn to challenges that merge design, strategy, and human behavior. Lavair’s project was no exception. When I was put in charge of this project, I knew this wasn’t just about aesthetics; it was about transforming a website into a platform that tells a story, builds trust, and converts curiosity into purchases.
As a product designer, I’ve always been drawn to challenges that merge design, strategy, and human behavior. Lavair’s project was no exception. When I was put in charge of this project, I knew this wasn’t just about aesthetics; it was about transforming a website into a platform that tells a story, builds trust, and converts curiosity into purchases.
Problem
How might we build a premium, low-friction online experience that inspires trust and desire, and ultimately leads users to add Lavair products to their cart?
Outcome
An eCommerce platform designed to emphasize social proof and storytelling, while maintaining the premium essence of the Lavair brand and delivering a seamless user experience.
Role
Product Designer
Timeline
3 Weeks
Clarifying the Problem
Clarifying the Problem
Lavair had it all: style, durability, and quality—everything you’d want in premium footwear. But despite these strengths, their website struggled to convert visitors into buyers. Most users, especially those landing on sales or collection pages from paid ads, left without adding anything to their cart. I delved into the data and discovered key insights:
Lavair had it all: style, durability, and quality—everything you’d want in premium footwear. But despite these strengths, their website struggled to convert visitors into buyers. Most users, especially those landing on sales or collection pages from paid ads, left without adding anything to their cart. I delved into the data and discovered key insights:
01
01
Simplistic Design
Simplistic Design
The site lacked the depth needed to convince users unfamiliar with the brand.
02
02
Missing Trust Signals
Missing Trust Signals
There weren’t enough reviews, testimonials, or context about the products.
03
03
Poorly Optimized Product Pages
Poorly Optimized Product Pages
Visitors often exited from the product pages, unsure of the value Lavair offered.
Final design
Final design
After countless “What if we add this too?”, “And that?”, and “Maybe this as well?”, we finally arrived at a solution that neatly addresses each party's concerns, offering a simple, memorable and low-cost solution.
After countless “What if we add this too?”, “And that?”, and “Maybe this as well?”, we finally arrived at a solution that neatly addresses each party's concerns, offering a simple, memorable and low-cost solution.
1.0.0 - New home
1.0.0 - New home
1.0.0 - New home
The Process to discovery
The Process to discovery
To find answers, I led a systematic approach:
To find answers, I led a systematic approach:
01
01
Heuristic Evaluation & Competitor Analysis
Heuristic Evaluation & Competitor Analysis
I assessed Lavair’s platform against industry standards and competitors. What set other premium brands apart? Storytelling, trust signals, and user-friendly product pages stood out. Lavair’s site needed to reflect its premium nature while addressing these gaps
I assessed Lavair’s platform against industry standards and competitors. What set other premium brands apart? Storytelling, trust signals, and user-friendly product pages stood out. Lavair’s site needed to reflect its premium nature while addressing these gaps
1.0.1 - Old home
1.0.1 - Old home
1.0.1 - Old home
02
02
Analytics Review
Analytics Review
The data painted a clear picture. Visitors didn’t find enough context or reason to trust the products.
The data painted a clear picture. Visitors didn’t find enough context or reason to trust the products.
+81%
+81%
of visitors from ads landed on sales or collections pages.
of visitors from ads landed on sales or collections pages.
+96%
+96%
Exited from product pages without adding anything to their cart.
Exited from product pages without adding anything to their cart.
03
03
User-Centric Research
User-Centric Research
Through exploration around the internet I kept searching for all the comments and feedback left by Lavair customers and prospects. I learned that people wanted:
Through exploration around the internet I kept searching for all the comments and feedback left by Lavair customers and prospects. I learned that people wanted:
Simplistic Design
Simplistic Design
The site lacked the depth needed to convince users unfamiliar with the brand.
Missing Trust Signals
Missing Trust Signals
There weren’t enough reviews, testimonials, or context about the products.
Poorly Optimized Product Pages
Poorly Optimized Product Pages
Visitors often exited from the product pages, unsure of the value Lavair offered.
The Solution
The Solution
After sketching ideas and refining them into a mid-fidelity wireframe, the process gained momentum as both Lavair’s Director and Marketing team embraced the concept. From there, I progressed to the final design, focusing on elegance and sophistication to align with the refined tastes of Lavair’s customer base.
After sketching ideas and refining them into a mid-fidelity wireframe, the process gained momentum as both Lavair’s Director and Marketing team embraced the concept. From there, I progressed to the final design, focusing on elegance and sophistication to align with the refined tastes of Lavair’s customer base.
1.0.2 - Product details page
1.0.2 - Product details page
1.0.2 - Product details page
Product Pages That Inspire trust
Product Pages That Inspire trust
Product Pages That Inspire trust
I reimagined the product pages to evoke desire with high-quality images showcasing the product from various angles and in use, customer reviews and testimonials to build trust, and detailed descriptions highlighting benefits and Lavair’s craftsmanship.
I reimagined the product pages to evoke desire with high-quality images showcasing the product from various angles and in use, customer reviews and testimonials to build trust, and detailed descriptions highlighting benefits and Lavair’s craftsmanship.
I reimagined the product pages to evoke desire with high-quality images showcasing the product from various angles and in use, customer reviews and testimonials to build trust, and detailed descriptions highlighting benefits and Lavair’s craftsmanship.
Optimized Sales & Collection Pages
Optimized Sales & Collection Pages
Optimized Sales & Collection Pages
Knowing that many users landed directly here, I integrated brand storytelling elements into these pages, ensuring visitors could understand why Lavair was worth their attention—even without visiting the homepage.
Knowing that many users landed directly here, I integrated brand storytelling elements into these pages, ensuring visitors could understand why Lavair was worth their attention—even without visiting the homepage.
Knowing that many users landed directly here, I integrated brand storytelling elements into these pages, ensuring visitors could understand why Lavair was worth their attention—even without visiting the homepage.
1.0.3 - Sales page
1.0.3 - Sales page
1.0.3 - Sales page
1.0.4 - Cart
1.0.4 - Cart
1.0.4 - Cart
A Cart That Closes the Deal
A Cart That Closes the Deal
A Cart That Closes the Deal
I treated the cart as more than a transactional step—it was an opportunity to finalize the sale; allowing users to edit their carts directly without leaving the page and introducing upsells: smaller items users could easily add to their cart for a seamless purchase.
I treated the cart as more than a transactional step—it was an opportunity to finalize the sale; allowing users to edit their carts directly without leaving the page and introducing upsells: smaller items users could easily add to their cart for a seamless purchase.
I treated the cart as more than a transactional step—it was an opportunity to finalize the sale; allowing users to edit their carts directly without leaving the page and introducing upsells: smaller items users could easily add to their cart for a seamless purchase.
Responsive Design
for All Devices
Responsive Design
for All Devices
With 56% users shopping on mobile, I ensured every aspect of the redesign worked beautifully across devices, maintaining Lavair’s premium feel on any screen size.
With 56% users shopping on mobile, I ensured every aspect of the redesign worked beautifully across devices, maintaining Lavair’s premium feel on any screen size.
1.0.5 - Responsive screens
1.0.5 - Responsive screens
1.0.5 - Responsive screens
Early Wins and Lasting Impact
Early Wins and Lasting Impact
While the full redesign was in progress, we implemented some key elements on the old platform. Within a month, the conversion rate jumped from 0.49% to 1.29%, with 5% more added to cart a promising sign that we were on the right track. Then 2 months later we were up 20% total sales.
I’m confident the final design will not only improve the cart-add rate by at least 20% but also provide a seamless, premium experience that resonates with Lavair’s audience.
While the full redesign was in progress, we implemented some key elements on the old platform. Within a month, the conversion rate jumped from 0.49% to 1.29%, with 5% more added to cart a promising sign that we were on the right track. Then 2 months later we were up 20% total sales.
I’m confident the final design will not only improve the cart-add rate by at least 20% but also provide a seamless, premium experience that resonates with Lavair’s audience.
Key Learnings
Key Learnings
This project reinforced some of my core beliefs about design, and At its heart, this project wasn’t just about improving sales; it was about helping Lavair connect with their audience, showcase their craftsmanship, and create a lasting impression. And that’s the kind of challenge I live for.
This project reinforced some of my core beliefs about design, and At its heart, this project wasn’t just about improving sales; it was about helping Lavair connect with their audience, showcase their craftsmanship, and create a lasting impression. And that’s the kind of challenge I live for.
01
01
Storytelling Matters
Storytelling Matters
People buy more than products, they buy into stories and trust. reason why a good storytelling matter.
02
02
Small Tweaks Can Make Big Impacts
Small Tweaks Can Make Big Impacts
From adding testimonials to optimizing the cart, even incremental changes can significantly improve conversion rates.
03
03
Balancing Style with Function
Balancing Style with Function
Designing for a premium brand is about maintaining elegance without sacrificing usability.
Next Project
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When Tagpeak approached me, their ask was simple yet challenging: make the platform modern, intuitive, and easy to use for their audience—people aged 28 and above who are time…
When Tagpeak approached me, their ask was simple yet challenging: make the platform modern, intuitive, and easy to use for their audience—people aged 28 and above who are time…
