Problem statement

An e-commerce subscription company established a new vertical in form of video-on-demand (VOD), which required a cohesive branding strategy, a user-friendly website, and an engaging onboarding experience to effectively communicate their values and offerings. The existing lack of visual identity and digital infrastructure hindered their ability to attract and retain customers, limiting brand recognition and subscription growth. The challenge was to create a seamless and aesthetically pleasing user journey that aligned with supported community building, and facilitated easy subscription management.

MY ROLE

Product Design Lead / Project Manager

Company

Marbill Technologies

TEAM

George Partulov ↗

Maria Sarmiento ↗

Jose Carlos Gomez Rueda ↗

Juan Diego Mena Rojas ↗

Tools

Jira, Figma, HTML, CSS, Javascript

Approach

To address the project, I implemented a user-centered approach, beginning with a comprehensive Discovery and Strategy phase to identify challenges and objectives. Through stakeholder interviews, market research, and customer journey mapping, I uncovered gaps in branding and user experience. This informed the creation of a roadmap with clear milestones, ensuring cross-functional alignment. During the Design and Development phases, I crafted a cohesive visual identity and high-fidelity prototypes, while designing a responsive website and streamlined onboarding process to enhance engagement. Close collaboration with developers ensured accurate implementation, integrating subscription management and onboarding tools. Post-launch, we monitored performance metrics, gathered user feedback, and iterated on the solution to continuously improve usability and drive business growth.

⬇️ Skip to solution

Scope

Creating a cohesive brand identity that reflected the company’s yoga philosophy, designing and developing a responsive e-commerce website to facilitate seamless navigation and subscription management, and crafting an engaging onboarding experience to enhance user retention and satisfaction. This comprehensive approach aimed to address gaps in branding, usability, and customer engagement, ultimately driving growth and strengthening the company’s market presence.

Discovery

Conduct stakeholder interviews to understand the brand's mission, vision, and values.
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Research the target audience to identify their needs, preferences, and pain points.
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Benchmark competitors to uncover industry trends and gaps.
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Define project objectives, success metrics, and scope collaboratively with the team.

Strategy

Develop a cohesive brand identity by aligning design principles with the yoga philosophy.
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Create user personas and map customer journeys to inform design decisions.
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Establish a content and feature hierarchy for the website to prioritize essential elements.
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Draft a project timeline and milestones, ensuring cross-functional alignment between design and development.

Design

Prototype branding assets, including logo, color palette, typography, and visual style.
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Use tools like Figma to design high-fidelity wireframes and interactive prototypes for the website.
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Design a streamlined onboarding flow with clear instructions, engaging visuals, and minimal friction.
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Conduct user testing to validate design decisions and refine based on feedback.

Development

Collaborate with developers to ensure the designs are translated accurately into a functional website.
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Implement responsive design for seamless use across devices.
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Integrate subscription management and onboarding features for a frictionless user experience.
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Maintain continuous quality assurance testing to resolve bugs or usability issues.

Launch and Iteration

Roll out the branding, website, and onboarding experience with a coordinated launch plan.
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Monitor performance metrics, such as user engagement, conversion rates, and retention.
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Gather user feedback post-launch to identify areas for improvement.
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Implement iterative updates to ensure the product evolves with user needs and market trends.

Key takeaways

Collaboration Across Teams is Crucial

Seamless coordination between design, development, and stakeholders ensures that the vision is accurately translated into a functional and impactful solution.

Iteration Based on Feedback is Key to Success

Continuous user testing and post-launch feedback loops are vital to refining the product and addressing evolving user needs effectively.

Streamlined Onboarding Enhances Retention

Simplifying the onboarding process reduces friction for users, increases conversion rates, and improves overall user experience.

The Power of Cohesive Branding

A strong, visually aligned brand identity is essential for building trust and creating a lasting impression, especially for companies in wellness-focused industries like yoga.

Results & Impact

👥 User Engagement

Achieved a 25% increase in customer retention rates and a 40% boost in average session duration due to improved website usability and onboarding flow.

🎨 Brand Recognition

Organic traffic saw a 30% growth within three months post-launch, driven by a cohesive and appealing brand identity and email marketing.

📈 Business Metrics

Subscription conversion rates increased by 20%, and monthly recurring revenue (MRR) grew by 15% within the first quarter after implementation.

Edina
Jakab

PRODUCT DESIGNER
‍[email protected]

Let's create meaningful products together :)

Designing E-commerce Experiences