Increased product revenue by 6.29% by improving UX and redesigning UI
Using research, behavioral data and experimentation to improve the purchase journey for a subscription-based e-commerce product.
Company
Boombrush
Product
D2C E-commerce & Subscription Product
Impact
6.29% Increase in product revenue in 6 weeks.
The challenge
Boombrush offered both a Single Pack and Duo Pack, but the existing purchase journey gave the Duo Pack significantly less visibility.
Behavioral data showed that more than 25% of visitors left before scrolling far enough to discover it. With more than 85% of traffic coming from mobile, improving product discovery within the mobile purchase journey became the priority.
My role
As UX Designer, I worked hypothesis-driven alongside a Full Stack Developer and Visual Designer, using research and experimentation to identify opportunities and validate improvements.
Methods
UX expert review · Competitive benchmarking · Heatmaps & scrollmaps · Visitor recordings · Usability testing · A/B testing
From insight to impact
From observation to hypothesis
The research pointed towards a fundamental issue: customers weren't necessarily rejecting the Duo Pack — many weren't being given an equal opportunity to consider it.
That led to the hypothesis:
Giving both product options greater visibility and creating a clearer mobile purchase sequence could increase Duo Pack conversion.
Validating with users
Before measuring commercial performance, I used moderated remote usability testing to understand whether people could successfully navigate the revised product-selection journey.
Testing showed that users understood how to select their options, while also revealing how content hierarchy, concise descriptions and prominent interactive elements influenced their attention.
Design shown reflects the product at the time of this project. Boombrush has since evolved its brand and digital experience.Testing the hypothesis
Rather than relying solely on qualitative feedback, we validated the hypothesis through an A/B experiment.
50 / 50
Traffic split between both variations
17 days
Experiment duration
100+
Minimum conversions per variation
90%
Statistical confidence for the winning variation
The experiment was cross-checked against heatmaps, scrollmaps and visitor recordings to strengthen the interpretation of the quantitative results.
The outcome
+6.29% product revenue in 6 weeks
The winning variation increased revenue for the Duo Pack by 6.29%, demonstrating that improvements to the purchase experience could translate directly into measurable commercial value.
What I learned
The experiment also taught me an important lesson about experimental design.
We tested a variation containing several changes simultaneously. While we could demonstrate that the new experience performed better overall, we couldn't confidently attribute the improvement to one individual design decision.
If I approached the experiment again, I would test smaller, more isolated changes, making it easier to understand not only whether an experience performs better, but why.