SCOPE
MY ROLE
I collaborated with Ailin Health’s founder and CEO, Project Manager, and Marketing Team.
My responsibilities included conducting user research, leading usability tests, analysing site architecture, and implementing UX/UI improvements.
TYPE & DURATION
Web design
E-commerce
Information architecture
4 weeks
THE PROCESS
RESEARCH
Understanding why and when individuals need blood tests, how they currently go about it, and what pain points they encounter.
Women aged 28–40 residing in Spain who have previously undergone blood tests.
Competitor Analysis
I conducted a comprehensive benchmark analysis of both direct and indirect competitors to evaluate their product offerings, UI patterns, and methods of presenting information.
This helped identify best practices in e-commerce usability and pinpoint areas where Ailin Health could stand out by enhancing clarity, simplifying navigation, and improving the overall shopping experience.
Interviews
Interviews with 8 Ailin's users explored topics such as:
User behaviour and motivations
E-commerce experience and pain points
Post purchase experience and clarity
usability test
Observed real-time user navigation of the e-commerce site.
CARD SORTING
Conducted a card sorting exercise to gather insights on how users categorise and expect to find information on the site.
Key Insights
Excessive and repetitive information within sections.
Confusing purchase process due to unclear buttons, cart icons, and product notifications.
Lack of clarity around the “quiz” function, leading to user confusion due to inconsistent buttons.
Heuristic and Information Architecture Analysis & INSIGHTS
The homepage had excessive scrolling, with lengthy text and redundant information across pages.
Heatmap analysis (via Hotjar) revealed that users primarily engaged with the viewport, and engagement dropped significantly below the fold—only 14% of users reached the footer.
These inefficiencies led to a decrease in conversions and potential revenue loss due to high bounce rates.
DEFINE
👎🏻 THE PROBLEM
Users experience confusion during the purchase process due to excessive and poorly structured information.
👉🏻 How might I help Ailin’s users easily access all necessary information to complete a purchase?
IDEATE - UX/UI IMPROVEMENTS
Improved Navigation Bar
Grouped navigation elements into logical categories.
Introduced dropdown menus with relevant subcategories.
Used clearer icons and enhanced the main button for better usability.
Enhanced Call-to-Action (CTA)
Refined the primary CTA in the viewport to eliminate redundancy.
Made the CTA more visually prominent, improving conversion rates.
Clarified the role of the “quiz” to minimise confusion.
Product CATEGORISATION
Grouped products into relevant categories based on user feedback through Card Sorting Technique.
Enhanced filtering options to improve findability.
Product Page Enhancements
The cart icon confused users
Replaced the cart icon with a universally recognized version
Biomarker information was unclear
Added tooltip icons for biomarker descriptions, allowing users to hover over for more information
Lack of feedback when adding a product to the cart
Introduced modal feedback upon adding products to the cart, showing a confirmation message and a mini cart preview for seamless navigation
RESULTS & IMPACT
To illustrate the effectiveness of the redesign, a comparison image of the original homepage length versus the streamlined version was created. The refined design significantly reduced clutter, improved information hierarchy, and enhanced usability.
Potential Business Impact:
Increased user retention due to a smoother browsing and purchasing experience.
Higher conversion rates by reducing confusion and simplifying navigation.
Improved engagement with clearer CTAs and structured product categorization.
OUTCOME
This project with Ailin Health reinforced the transformative power of UX/UI design in e-commerce. Through my collaboration with stakeholders, I gained invaluable insights into balancing business objectives with user needs, understanding how small design decisions can significantly impact revenue. Engaging directly with the founder, CEO, and marketing team provided me with a holistic view of the business challenges, allowing me to design solutions that drive both usability and conversions.
One of my key takeaways from this experience is the immense potential of e-commerce optimisation—seemingly minor UI improvements, such as clearer navigation and refined CTAs, can lead to major business growth. By simplifying complex processes and enhancing clarity, we not only improved user satisfaction but also increased conversion rates, directly benefiting Ailin Health’s bottom line.
This project deepened my passion for e-commerce UX design, demonstrating how a user-centric approach can create a tangible business impact. It showcased my ability to conduct in-depth research, collaborate with stakeholders, and execute design strategies that align with both user expectations and commercial success.