Projects Category: CRO

Situation:
Diabetes Goods Retailer faced a significant challenge when they experienced a massive ranking drop following the Google Helpful Content Update. This decline was primarily due to numerous thin product pages that failed to provide substantial value. The site’s representation did not meet the stringent standards required for a Your Money or Your Life (YMYL) website in the health industry, leading to decreased visibility and traffic.

Task:
The task was to address the issues hindering the site’s performance, focusing on eliminating thin content, improving product representation, and optimizing the site for better rankings in the Google Shopping tab. Additionally, we needed to resolve keyword cannibalization caused by multiple URLs for product variants that were incorrectly self-referencing in their canonical directives.

Action:
To overcome these challenges, we implemented a targeted optimization strategy that included:

• Enhancing Merchant Listings: We focused on optimizing merchant listing experiences by refining key attributes within the shopping feed, such as the Google Product Category and Global Trade Item Numbers (GTINs).
• Conducting Title Modification Experiments: We executed experiments to modify product titles across supplementary feeds, ensuring they were compelling and aligned with search intent, which helped improve click-through rates.
• Eliminating Keyword Cannibalization: We restructured the URLs for product variants to consolidate authority and enhance overall page value, ensuring that each product was clearly defined and accessible.

Result:
These strategic optimizations led to remarkable outcomes, including a staggering 3,439% increase in revenue. The enhancements not only revitalized the site’s search rankings but also significantly improved their visibility in the Google Shopping tab, driving higher traffic and sales.

Boo ‘n’ Bae is a Generative AI dating platform designed to address the unmet needs in the online dating space by prioritizing meaningful connections over superficial interactions. By integrating AI-driven conversation enablers and a compatibility scoring engine, Boo ‘n’ Bae aims to foster deeper relationships that go beyond appearance-based pairings.

ROLE
Market Research | Persona Development | Value Proposition & Positioning | UX Design | Concept Validation

TOOLS
Surveys | Focus Groups | User Interviews | Competitive Analysis | Storyboarding

DELIVERABLES
Market Research Reports | Personas | Positioning Statements | User Stories | Competitive Analysis | Storyboards | User Testing Results

PROBLEM
Despite the abundance of dating apps, the quality of relationships formed through these platforms remains questionable. Rising divorce rates, delayed marriages, and increasing mental health issues such as loneliness and depression indicate that existing apps are not effectively facilitating meaningful connections. All of this indicates the failure of online dating to deliver better relationship outcomes than methods that involve less social interaction between prospective couples (e.g. the arranged marriage system).

The problem lies in the heavy emphasis on looks and appearance-based selection, which often leads to shallow interactions and wasted efforts.

SOLUTION
Introducing Boo ‘n’ Bae, an audio-first dating platform that redefines the online dating experience. With an AI-driven conversation enabler, a compatibility scoring engine, and a matchmaking system, Boo ‘n’ Bae focuses on connecting individuals based on deeper qualities of mind, character, and intellect.

RESEARCH & DEVELOPMENT

USER RESEARCH
The R&D phase aimed to validate the concept of a more meaningful and context-driven dating platform. Through a combination of surveys, interviews, and focus groups, we identified the key pain points of current dating app users and developed a solution that could better meet their needs.

From our research pool, we found that users are frustrated with the time wasted on superficial interactions that do not lead to meaningful dates. They expressed a desire for a platform that would allow them to connect on a deeper level, with better guidance on how to engage in meaningful conversations.

COMPETITIVE ANALYSIS

To determine Boo ‘n’ Bae’s positioning in the market, I conducted a competitive analysis of popular dating apps like Tinder, Bumble, and Hinge, evaluating their user flows, onboarding processes, and features. While many apps focused on visual appeal and quick matches, none provided a holistic solution that encouraged meaningful conversations from the outset. While these platforms excel in providing a large pool of potential matches, they fall short in fostering meaningful connections that lead to long-term relationships.

For Boo ‘n’ Bae to stand out, it needed to be intuitive and focused on depth, offering users a more engaging and substantive experience that went beyond looks to include personality and compatibility. Boo ‘n’ Bae’s unique value proposition lies in its focus on audio-based interactions and compatibility-driven matchmaking, setting it apart from competitors who primarily emphasize visual appeal.

POSITIONING STATEMENT

Geoff Moore (In Crossing the Chasm) offered this syntax for a positioning statement: For (target customer) who (statement of the need or opportunity), the (product name) is a (product category) that (statement of key benefit – that is, compelling reason to buy). Unlike (primary alternative), our product (statement of primary differentiation).

For singles who are seeking deeper, more meaningful connections, Boo ‘n’ Bae is an audio-first dating platform that leverages AI to facilitate meaningful conversations and compatibility-based matchmaking. Unlike traditional dating apps that prioritize appearance, Boo ‘n’ Bae fosters genuine connections by focusing on the qualities that truly matter in a relationship.

PERSONA DEVELOPMENT

We were able to derive a number of personas that possess attributes that are consistent with an ideal Boo ‘n’ Bae user

Based on insights from user research and social media analysis, we developed a primary persona that represents the most strained segment of dating app users—those who are frustrated with the lack of meaningful connections. This persona guided the development of screening questions for future user testing and validation.

USER STORY DEVELOPMENT & STORYBOARDING

We then transitioned to the storyboarding phase, where we created user stories to guide the design of Boo ‘n’ Bae. These stories focused on scenarios where users would benefit from the platform’s unique features, such as AI-driven conversation starters and compatibility-based matchmaking.

CONCEPT VALIDATION
The product hypothesis was validated through 53K waitlist submissions prior to launch, demonstrating significant market interest. Ongoing fundraising efforts are in place to bring Boo ‘n’ Bae to life and continue refining the platform based on user

VISUAL DESIGN

BRANDING With a deep understanding of our target users and their challenges, I embarked on the branding process for Boo ‘n’ Bae. The goal was to create a brand that would resonate with users looking for meaningful relationships in an era dominated by superficial dating apps.

I began by creating a mind map—who does Boo ‘n’ Bae serve? How can we empower users to form deeper connections while making the platform engaging and trustworthy?

Drawing on empathy for users’ frustrations with existing dating apps, I envisioned Boo ‘n’ Bae as an approachable and human-centric brand. It would be a safe space, free from the pressures of appearance-based judgments, and focused on genuine connections. The brand needed to feel warm, reliable, and supportive, encouraging users to feel hopeful and confident in their search for a meaningful relationship.

The style guide for Boo ‘n’ Bae reflects these principles, emphasizing a calm and inviting aesthetic that aligns with our mission to foster deep, meaningful connections.

PROTOTYPING, TESTING, + VALIDATION

For the initial prototype, I used Figma to create low-fidelity wireframes, which were then refined and transferred to InVision for the first round of user testing. The low-fidelity prototype can be viewed [here].

The primary goal of the first testing phase was to identify which elements of the user interface were intuitive and which were not. Based on user feedback, I decided to remove the “personalized icebreaker” feature for the MVP. While users appreciated the concept, they found it too complex and suggested that it might be better introduced after the MVP was established. Additionally, users felt that the onboarding process needed to be simplified.

The recurring theme throughout the usability tests was “keep it simple”—this became my guiding principle for subsequent iterations.

After implementing changes based on user feedback, I conducted preference tests to refine the visual design and user experience further.

In the second round of usability testing, the process went smoothly. Users found the interface intuitive and easy to navigate, and many expressed that Boo ‘n’ Bae was a platform they would eagerly recommend to friends.

The final high-fidelity prototype can be viewed [here].

CONCLUSION

WHAT WORKED WELL? Users loved the brand’s voice and personality, which made the platform feel inviting and unique. The simplicity and focus on meaningful interactions resonated strongly with the user base.

WHAT DIDN’T WORK SO WELL? The “personalized icebreaker” feature was too complex for an MVP and required further development and testing beyond the project’s timeline.

LESSONS LEARNED Prioritize user testing early and often, even with low-fidelity sketches. It’s easy to fall in love with an idea, but without testing, you risk creating a product that doesn’t meet users’ needs. Early feedback is invaluable for refining concepts and ensuring that the product aligns with user expectations.

Moving forward, I plan to start user testing earlier, incorporating rapid prototyping methods such as paper sketches to gather insights even before digital prototypes are developed.

Situation

Revenue had dropped by 49% year-over-year, despite a 79% increase in product visibility. This decline persisted when comparing Q3 to Q2, highlighting potential issues with the site’s conversion effectiveness.

Further analysis revealed significant user experience challenges on the homepage, category pages, and product pages, which were reducing engagement and conversions. Key issues included friction caused by the search bar design, poorly organized category pages, and multiple usability problems on both the cart and product pages.

Task

The next goal was to optimize user interactions across these pages, reduce friction, and improve key performance metrics like Add-to-Cart and Cart-to-Checkout progression.

Actions

Homepage Optimization

• Identified Issue: The search bar accounted for 16% of homepage clicks but caused user frustration due to a modal window that trapped users, leading to dead and rage clicks.
• Interventions
  1. Centrally positioned the search bar, following best practices seen on Amazon and Etsy.
  2. Introduced autosuggestions to help users find relevant products faster.
  3. Removed the modal window entirely for a smoother search experience.

Category Page Improvements

• Identified Issue: Pagination was the most clicked element, indicating users were scrolling through 22 products without finding relevant items. Product organization was not based on popularity or relevance.
• Interventions
  1. Dynamically reorder products based on sales popularity, updating every 60 days.
  2. Add installment prices and rating stars to product image cards to encourage clicks and improve discoverability.

Product Page Enhancements

• Identified Issue: Size variations (which impacted pricing) were difficult to interact with, and preload animations disrupted usability.
• Interventions
  1. Turn size variations into clickable icons for a better user experience.
  2. Eliminate unnecessary preload animations to reduce page load friction.

Cart Page Usability Fixes

• Identified Issues
  1. The cart notification lacked a visible “Checkout” button, leading to cart abandonment.
  2. The coupon field’s prominence distracted users, increasing price sensitivity.
  3. The cart required a manual update for quantity changes, adding unnecessary steps.
  4. Users spent too much time on the cart page without completing checkout.
• Interventions
  1. Added a prominent “Checkout” button to the cart notification and ensure it displays fully on all devices.
  2. Removed the coupon field from the cart page or reposition it to reduce its impact on decision-making.
  3. Enabled automatic cart updates when quantity selectors are used.
  4. Introduced urgency elements like stock quantities, cart reservation timers, and indicators of shopper interest.

Results

1. We significantly reduced user frustration on the homepage by improving search clickthrough rates and session durations.
2. We enhanced engagement on category pages by aligning product visibility with user preferences, resulting in increased clicks and reduced reliance on pagination.
3. We streamlined the product page experience, enabling faster decision-making and greater user satisfaction.
4. Key friction points on the cart page were resolved, leading to fewer cart abandonments and higher checkout conversions.

Within 90 days of implementing our CRO interventions—and before the year’s end—the persistent revenue drop, despite an increase in product views, was reversed. This resulted in a 93% increase in items purchased and a 70% increase in e-commerce revenue.