Website redesign
How UX research helped Freshly Picked reduce mental load and increase conversions
60% of consumers abandon purchases due to poor website flow and UX design, showing the high cost of usability issues.
42% of users decide within 10 seconds whether to stay on or leave a website, emphasizing the need for fast, clear navigation.
Target users (women ages 25–40 with young children) reported high mental load due to complex navigation, limited filters, and unclear product information.
About FRESHLY PICKED
Freshly Picked is a premium brand offering fashionable and functional products for mothers and young children. The company focuses on delivering high-quality designs and building strong customer relationships through an engaging online shopping experience.
Problem
Freshly Picked seeks to optimizetheir customers’ user experience(UX) on desktop and mobile devices in order to increase saleconversions.
Our Strategy
The BYU Marketing Lab conducted a comprehensive user experience analysis that included:
Current-state evaluation of mobile and desktop platforms
Competitive analysis of major ecommerce competitors
UX interviews with target customers
Review of navigation, checkout flow, and product pages
Interviews focused on women ages 25–40 who were expecting or had young children. The team analyzed user behaviors, preferences, and pain points related to navigation, checkout, and product discovery.
The primary goal was to reduce users’ mental load by anticipating their needs, improving guidance, and better communicating the brand’s value.
Our Results
Main Pain Points
Complex navigation and unclear categories
Limited filtering options
Poor cart and checkout experience
Lack of sizing, shipping, and product details
Site Strengths
High-quality products and designs
Detailed product and lifestyle images
Multiple payment options
Primary Solutions
Simplified navigation bar
Optimized product landing pages
Enhanced browsing and filtering tools
Redesigned checkout flow
Wireframes and interactive Figma prototypes were developed to demonstrate improved user journeys.
