ShopRunner faced critical user experience challenges with 70% of new customers failing to complete onboarding, low activation rates among existing members, and inconsistent digital experiences across their e-commerce platform.
The disjointed design components and lack of personalization were creating barriers to user engagement and preventing the platform from scaling effectively, resulting in poor conversion rates and missed opportunities for cross-shop sales within their retail partner network.
18% Improvement in User Onboarding Success Through Design Sprints and Systems
30% Increase in Attributed Sales Through Personalization
For ShopRunner's e-commerce platform, this project encompassed a complete redesign that launched the newly branded ShopRunner.com with an integrated Contentful content management system. The comprehensive effort established a cohesive design language, reusable code library, and user-centered methodology that enabled ShopRunner to scale exceptional digital experiences across their platform. Key achievements included implementing new design sprint practices with collaborative sketching sessions, research methodologies, and user-testing protocols that became foundational to the organization's approach. The project also delivered the Bolt design system—a comprehensive HTML and CSS component library that created a unified visual language across all ShopRunner products and significantly improved design-development collaboration efficiency.
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Through analysis of user pain points and conversion metrics, the project delivered measurable improvements across critical user journeys. The redesigned onboarding flow achieved an 18% increase in conversions to the homepage by removing confusing elements like forced Chrome extension downloads and improving mobile-friendliness. The personalized homepage redesign resulted in a 30% rise in attributed orders by focusing on user favorite stores and trending products rather than generic retailer deals, while additional features like search functionality and the Bolt design system further enhanced user experience and operational efficiency.
