Context
Vesta Sleep is a D2С sleep brand with over 300,000 users and a custom storefront built on Shopify Plus. After the core platform was built from scratch, the business entered its scaling phase. The team’s focus shifted toward conversion optimization and increasing average order value.
The main growth opportunity was identified between product discovery and checkout, where users compared options, evaluated prices, selected complementary products, and decided whether to complete a purchase. The business needed to improve conversion and AOV while maintaining a clear and consistent customer journey.
Challenge
The main challenge was to understand why users dropped off between viewing a product, adding it to the cart, and completing a purchase. The project focused on identifying key friction points, reducing cart abandonment, and uncovering opportunities to increase conversion and average order value.
My Role
As the Product Designer, I owned the pre-checkout experience from initial research through solution delivery and impact evaluation.
My responsibilities included:
Conducting user research and analyzing product data
Analyzing user behavior
Formulating and prioritizing product hypotheses
Designing the Product Detail Page and Cart Drawer
Collaborating with Marketing and Engineering
Planning and running A/B tests
Supporting implementation and evaluating results
Developing the UI Kit and component library
Approach
First, I set up custom events across the key stages of the e-commerce journey and built conversion funnels in Google Analytics. This revealed where users dropped off between viewing a product and completing a purchase. To understand the reasons behind these drop-offs, I combined the quantitative data with heatmap analysis and 8 in-depth user interviews.
The research showed that users wanted to build complete sleep sets, but bundle offers were hidden on separate landing pages and in low-visibility banners. Finding complementary products required navigating between multiple pages.
The cart displayed the selected items and total price but did not clearly communicate the value of adding more products. Reviews were located near the bottom of product pages, away from the price and primary CTA, where users made their purchase decisions.
Solutions
Based on the research findings, I redesigned the Product Detail Page and Cart Drawer, introduced contextual reviews at key decision points, and created a component library to accelerate marketing experiments.
Integrating bundles into the Product Detail Page
Funnel analysis showed that only 18% of users viewing a product visited the separate bundle page, while 42% dropped off when navigating between complementary products.
I integrated bundle functionality directly into the Product Detail Page and redesigned the configuration flow. For example, users selecting a pillow could immediately add a matching pillowcase without leaving the page. This shortened the purchase journey and made it easier to build a complete set. The separate bundle page was retained for users who preferred to begin with a pre-configured set.
A/B Testing cart growth mechanics
The Cart Drawer displayed selected items and the total price but did not clearly communicate the value of adding more products. To increase AOV, we introduced a progressive reward mechanism and ran a 30-day A/B test comparing two variants:
Variant A: a progress bar showing percentage-based progress toward the next discount milestone — 25% → 50% → 75%.
Variant B: a progress bar showing automatically applied coupons and a fixed monetary reward, such as “Add two more items to get $200 off.”
Variant B delivered a statistically significant improvement. A specific monetary reward made the value easier to understand and clarified what users needed to do to unlock it. Following the launch, both purchase conversion and AOV increased.
Designing an end-to-end trust layer
During interviews, 80% of participants said that customer reviews helped them assess product quality and make purchase decisions. To reduce hesitation before purchase, we expanded the reviews infrastructure by creating a dedicated hub with product-level filtering and adding compact, contextual review snippets above the fold on the Product Detail Page—next to the variant selector, price, and primary CTA.
Streamlining marketing UI through a unified component library
To accelerate conversion experiments, I built a scalable UI Kit and a library of reusable components. This enabled the marketing team to independently assemble, test, and update promotional landing pages, reducing the engineering bottleneck created by building each page from scratch.
Results
The changes simplified the purchasing process: users were able to build bundles on the product page, see the specific savings in their cart, and read reviews at the moment they made their decision. As a result, the conversion rate increased by 9.2%, the average order value rose by 8%, and the component library accelerated the launch of marketing experiments.
Metric | Result |
|---|---|
Purchase conversion | +9.2% |
AOV | +8% |
Time to market (UI Kit) | -30% |