Robinsun
PRODUCT DESIGN & CONVERSION RATE OPTIMIZATION (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 throught behavioral analytics, traffic flow mapping and data-driven design.
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 Mapping: Mapping user journeys and traffic flows using Microsoft Clarity to pinpoint exact drop-off locations.
- CRO & Funnel Optimization: Designing and structuring strategic updates focused on lifting the conversion rate and removing funnel friction.
- Data-Backed Ideation: Transforming qualitative insights from heatmaps and sessions into high-converting visual layouts.
- Experimentation Frameworks: Using VWO patterns to identify optimization opportunities across high-traffic landing pages.
- Senior-Focused UX: Tailoring the storefront navigation flow to decrease cognitive overload for the +50 demographic.
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
