When I joined LuckyVitamin in 2013 the company had two separate sites: a desktop site and a mobile (mDot) site. Both were dated and need of redesign. Even more pressing, however, was the need to create an entirely new adaptive version that used the same code base. As traffic migrated to mobile LuckyVitamin was in danger of losing its hard earned SEO value as Google had indicated it would start ranking sites based on mobile.
mDot Site (2013)
The mobile site was a busy and overwhelming user experience. Much of the content had been stripped away, which would soon hurt LuckyVitamin’s SEO ranking.
Desktop Site (2013)
The desktop site was cluttered and not responsive to different screen sizes, which made for an especially poor user experience on tablet devices.
I led a design effort to totally redesign LuckyVitamin. Page-by-page, I worked directly with senior leadership and various UX/UI freelancers to overhaul the site, deploying a fully adaptive design, with an emphasis on mobile-first.
New Mobile and Desktop Sites (2019)
We did a competitive analysis of each page to determine what was essential. What were users currently using? Where was there drop-off and abandonment? What practices are other industry-leading e-commerce site implementing (Amazon, Walmart, Target, etc.)?