The Problem:

Blume has strong brand values and visual identity, but several UX issues were impacting their customer journey — especially on mobile. Navigation inconsistencies, unclear CTAs, and missing trust signals were likely contributing to bounce rate and cart abandonment. There was also a lack of clear performance tracking around user behavior.

Research Process:

I analyzed two competitors, Bubble and Glossier, to compare features, layout, accessibility, and purchase flows. I also created a target persona based on Blume’s audience: socially conscious, mobile-first Gen Z users who value transparency, community, and fast-loading experiences.

KPI Strategy:

To better understand and measure success, I defined five key performance indicators (KPIs):

• Conversion Rate

• Bounce Rate

• Average Order Value (AOV)

• Cart Abandonment Rate

• Time on Page

These metrics would help tie design decisions directly to business outcomes and track future improvements over time.

UX Recommendations:

Based on my findings, I recommended:

• Adding reviews and social proof to product pages

• Improving mobile navigation and filter behavior

• Enhancing product photography with lifestyle imagery

• Simplifying CTA copy for clarity and urgency

• Testing urgency banners (“Almost Gone” or “Limited Stock”) at checkout

A/B Test Ideas:

To test these improvements, I proposed A/B tests such as:

• Checkout with vs. without a trust badge

• Homepage with a single CTA vs. two-tier CTA

• Product pages with urgency banner vs. none
  Each test would be measured against KPIs to assess impact and validate changes.

Tools Used:

Google Analytics, Miro, Figma, Canva, SWOT framework

What I Learned:

This project taught me how to align UX strategy with business metrics. I also deepened my skills in competitor analysis and e-commerce usability — and it reinforced the importance of connecting research insights to real performance goals.