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Riven, a pioneering non-alcoholic probiotic mouthwash brand, is dedicated to promoting optimal oral health through the maintenance of a balanced microorganism ecosystem. Our team refined the concept of probiotic mouthwash for the brand and improved sales by 25% in the month following the launch.
Riven
2023
Role
UX Designer / Researcher
Services
UX Research, Website Redesign
Collaborators
Bowei Wang, Tommy Wu, Brooke Parker
Problem
Potential customers visiting Riven's website are finding it challenging to grasp the concept of probiotic mouthwash, hindering their willingness to make a purchase. The lack of clear information and intuitive navigation is impeding the user's understanding and confidence in the product.
We started this project by getting an in-depth understanding of the users, learning about the user journey provided on the website, and the pain points through user interviews and user testing.
Research
1
We identified the UX research insights and project goals in order to innovate, generate ideas and produce designs while working on the user experience.
Design
2
After capturing the user feedback and working on the design, we evaluated our progress and the changes to measure the delivered UX designs.
Iteration
3
Process
User Research
We launched user research via survey and testing, identifying website issues for improvement.
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Information about the benefits of each ingredient are important
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Users prefer subscriptions they want and use consistently
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Trust in healthcare professionals
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Importance of reviews
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Interest in probiotics
Persona Building
During our user interviews, we discovered two types of people who are interested in probiotic mouthwash: those who have gum issues and are very focused on the ingredients they use, and those who are young and follow trends.
Design A Solution
Communicating the benefits of probiotic ingredients
We have improved our UX writing to accurately convey the direct value of probiotic ingredients to customers. This enhancement aims to educate users about new concepts and, ultimately, improve the conversion rate on Riven's website.
Enhancing The CTA button
Stakeholder insights revealed that users need to buy at least two bottles for significant gum health improvements. To promote a long-term solution, we removed the "one-time purchase" option and provided transparent explanations via a checkout hover effect, ensuring clarity for informed decision-making.
Clarifying Usage Instructions
During user testing, we found that only 50% of users could find the usage instructions for Riven mouthwash. We've reorganized the FAQ section, prioritizing the most important questions upfront to better serve our users.
Outcome
More healthy customers, increased revenue
Due to time constraints, we must conclude our project within a three-month timeframe, leaving us with limited opportunity to conduct an additional round of user testing for the redesign.
Nonetheless, we have assessed our progress and the impact of the changes by comparing data from one month prior to and one month after the project delivery, in order to measure the effectiveness of our processes.
32% UP
Store conversion rate is up compared from previous month
25% UP
Total sales is up compared from previous month
22% UP
Online store sessions is up compared from previous month
53% UP
Add to cart rate is increased from previous month
Solution
Enhance site with interactive education, visuals, and streamlined purchasing for clarity.
Implement an interactive and user-friendly education section on the website that succinctly explains the concept and benefits of probiotic mouthwash.
Utilize visually engaging content, such as infographics and short videos, to simplify complex information.
Streamline the purchasing process by incorporating clear calls-to-action and providing transparent details about the product, fostering a seamless and informed user experience.
