UX Research
Web Design
Design System
MiLi - Optimizing UX for MiLi, A Tech accessary company
MiLi is a tech accessory brand specializing in innovative products like smart locks, charging solutions, and travel-friendly gadgets. Despite offering high-quality products, the website faced high bounce rates and low conversion rates, limiting its revenue potential.
To address these issues, we conducted a comprehensive UX audit, user research, and website redesign, followed by the development of a high-converting landing page for MiLi’s signature product, MiLock.
Tool
Figma, Webflow, Notion
Role
UX Engineer with a UI Designer
Duration
10 weeks
Industry
E-Commerce (Tech Accessories)
Problem Statement
MiLi’s website suffered from an 80% bounce rate and low conversion rates, meaning that users were leaving without making purchases.
The Challenge
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Inconsistent branding
The website lacked a unified visual identity, making it appear unprofessional.
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Confusing navigation
Users struggled to find the products they were interested in.
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Low user trust
The lack of trust signals (reviews, guarantees, clear product details) discouraged purchases.
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Unoptimized mobile experience
Poor mobile responsiveness contributed to higher drop-off rates.
Research & Key Insights
We conducted heatmap analysis, user interviews, and usability testing to understand pain points and optimize the experience.
Findings:
- ✅ Users struggled to navigate the site due to vague category names.
- ✅ 60% found the design appealing but lacked clarity on product details.
- ✅ 80% lacked trust in the brand, citing missing product reviews and unclear messaging.
- ✅ 40% preferred buying individual products instead of bundles due to unclear pricing.
Target Users
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Tech-Savvy Travelers
Prioritize convenience and innovation.
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Frequent Flyers
Value security and travel-friendly gadgets.
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Gift Buyers
Seek unique, high-quality accessories.
Solution & Implementation
1. Website Navigation & UI Improvements
- 🚀 Revamped the navigation system to improve discoverability.
- 🎨 Standardized branding with a cohesive design system for fonts, colors, and UI components.
- 🔍 Optimized product pages with clearer descriptions and improved visuals.
2. Strengthening Brand Trust
- 🔹 Added trust signals like product reviews, secure checkout badges, and a guarantee section.
- 🔹 Refined product storytelling to highlight MiLi’s quality and reliability.
3. High-Impact Landing Page for MiLock
- 📌 Designed a high-converting landing page for MiLock, emphasizing its security, convenience, and innovation.
- 🛠 Integrated Shopify Buy Button for seamless checkout without disrupting the experience.
Key Takeaways
- 💡 User Research is Essential – Heatmaps and usability testing provided critical insights that shaped the redesign.
- 🎨 Consistency Builds Trust – A strong, unified design system improved brand credibility and user experience.
- 🛍 Seamless UX Drives Conversions – Reducing friction in navigation and checkout boosted sales and engagement.
This project successfully transformed MiLi’s online store into a user-friendly, visually cohesive, and conversion-focused platform, addressing previous pain points and improving business outcomes.