My Role
UX designer
Timeline
June – August ‘23
Team
2 UX Designers
1 Project Manager
2 Developers
Type
E-Commerce, Web App
Tools & Methods
Figma, Figjam
ABOUT CLUEY
Cluey provides a catalog of brands across lifestyle, pets, food, and more. Each brand is evaluated using a grading system that measures its impact on people, the planet, and politics, guiding consumers to make purchases that align with their values.
CHALLENGE STATEMENT
How can I enhance Cluey’s website to build trust with users, helping them easily navigate and find brands they value?
CONTEX
The key issue was that a significant portion of users of Cluey site visitors leave after only browsing the homepage without performing a search. Additionally, more than half of users never reach or interact with any brand pages, limiting engagement with the platform's core offerings.
496
Cluey site visitors in a month (May 28, 2023 - Jun 26, 2023)
64%
Drop off from the home page without searching for a brand
54%
of users never navigate to or interact with any brand pages.
COMPETITOR ANALYSIS
I analyzed direct and analogous competitors' impact-conscious consumption, focusing on consumer effects and identifying key strategies that enhance engagement and loyalty.
Direct: Goodbuy, Good On You, Finch, Karma Wallet, Checkmate
Analogous: EWG, Care/Of, Function of Beauty
Trust+Transparency
Brands provide clear evidence for recommendations, building user trust and confidence.
Strong Identity
A strong home screen presence and simple steps improve user experience.
Fostering Loyalty
A user-centric approach encourages deeper engagement and builds consumer loyalty.
USER RESEARCH
To gain deeper insights, I conducted moderated usability testing by interviewing 6 users (3 new users, and 3 current users) and performing 3 remote usability tests via usertesting.com. All the participants were recruited based on their interest in how brand impact affects their values.
USER NEEDS
Who is Cluey?
Users seek to understand how Cluey functions, gain insights into its rating system, and discover its brand recommendations to make informed decisions.
How do I search?
“Cluey” serves as the search function; however, key features are overlooked due to poor visual hierarchy, leaving users confused about searching for a brand or query terms.
Any other choice?
The "Brand Alternatives" section was difficult to find. Missing key attributes and certifications, along with the need to scroll for comparisons, led to user frustration.
GOAL
The goal is to simplify website navigation and ensure key information is easily accessible to users.
HOME PAGE REDESIGN
The image distracted users from the CTA, so it was replaced with a search-focused CTA and trending tags to guide new users.
The "Get Inspired" section allows users to explore Cluey's recommendations for enhancing engagement.
Replaced AI search with 'Our Impact' to emphasize platform influence and recognition, fostering trust.
By offering transparent sources and clear examples, Cluey builds user confidence in the quality and reliability of its resources.
BRAND AND “ALTERNATIVE BRANDS” PAGE REDESIGN
Previous
The "Brand Alternatives" section was hidden at the bottom, causing confusion with missing attributes and certifications.
Redesigned
It was moved to the right side for easier side-by-side comparison, with added brand type, attributes, and political impact, eliminating extra clicks.
DESIGN
We Itrated the home page three times for the best user interaction.
LANDING PAGE
GET INSPIRED SECTION
IMPACT SECTION
REFLECTIONS
Information hierarchy is crucial for user retention
Through this project, I learned that how information is organized on a webpage significantly impacts how users engage. Proper structuring ensures that key details stand out, guiding users effortlessly through the content. It also highlighted the importance of understanding user behavior—how they visually scan and interpret information—so the design aligns with their expectations and needs.
Collaboration is key
This project was an eye-opening experience for me in learning to communicate effectively with project managers, developers, and stakeholders. Clear communication was essential to ensure the project stayed on track, met deadlines, and successfully implemented the required changes. It reinforced the value of teamwork and alignment in achieving project goals.
