Robinsun
DATA-DRIVEN UX ARCHITECTURE & CRO
Driving conversion optimization and business recovery for a leading CleanTech eCommerce platform in Spain and Portugal through data-driven design structures and advanced behavioral analysis.
Optimizing user journeys through behavioral analytics, traffic flow mapping and data-driven UX structures.
OVERVIEW
Robinsun faced a critical turning point, executing a complex storefront migration from an obsolete architecture to a highly scalable platform under an aggressive corporate deadline. Simultaneously, the business needed to urgently diagnose and reverse a sharp post-April decline in user sessions and revenue.
MY ROLE
Product Designer & UX Analyst
- Behavioral Data Mapping: Auditing user journeys and traffic drop-offs using Microsoft Clarity and GA4 to define structural layout updates.
- Conversion Architecture: Designing user flows and wireframes aimed at removing cognitive friction and lifting platform conversion rates.
- Data-Backed Product Ideation: Translating complex qualitative heatmaps into strategic, high-converting product structures.
- Experimentation & Validation: Utilizing VWO and experimentation frameworks to identify and prioritize A/B testing opportunities.
- Strategic Accessibility: Directing the UX and information architecture to minimize cognitive overload for targeted audiences.
IMPACT (2024)
+15.00%
Conversion Rate Growth
€33k
Record Monthly Revenue (August 2024)
118%
Business Goal Achievement Rate
55
Total Units Sold in Peak Month
Clarity & VWO
Behavioral Analytics & Testing
WCAG
Senior Usability & Accessibility
PROCESS
DISCOVER
Analyzed traffic drops via GA4 and audited user behavior using Microsoft Clarity to pinpoint exact conversion bottlenecks and friction points.
DESIGN & IDEATION
Redesigned high-traffic landing pages, core product layouts, and checkout flows to optimize the user journey for senior audiences.
OPTIMIZE
Validated user flow improvements using behavioral insights and VWO experimentation patterns to ensure a high-converting storefront.
KEY IMPROVEMENTS
UX & NAVIGATION
Simplified the main navigation flow and visual hierarchy to prevent cognitive overload, helping our +50 demographic find trust signals and direct contact options easily.
PRODUCT CONVERSION
Restructured the product information box, embedding clear commercial hooks, social proof, and transparent pricing mechanics to accelerate purchase decision-making.
CART OPTIMIZATION
Stripped away secondary links, cross-sells, and distracting layout elements from the cart view to build a highly focused, zero-friction checkout experience.
LEARNINGS & TAKEAWAYS
This project reinforced how critical behavioral data and experimentation are when connecting design decisions directly to business growth. Moving beyond purely aesthetic updates, analyzing user sessions and planning layout optimizations allowed us to implement swift, targeted improvements.
Learning to cross-reference qualitative insights from Microsoft Clarity with business performance targets taught me that user experience is the ultimate driver for revenue. Combining conversion mapping, senior audience accessibility, and data validation through VWO not only solved a critical platform migration under a tight deadline but successfully turned the quarter into the highest-selling period in the company’s history.
TOOLS
