Elevating Actegy's Product Experience
CASE STUDIES
Team composition
CEO | E-commerce Director | Head of Brand & Design | Junior Designer | R&D Manager
Context
After years of in-house coding that restricted market teams from managing content, Actegy launched a new US website to test a redesigned UI ahead of an upcoming connected device release.
The transition from Magento 1 to Magento 2 aimed to reduce the design team’s coding workload.
However, the new design failed to deliver the expected results, leading to a drop in add-to-cart rates and sales conversions, along with a higher bounce rate. This prompted the Executive team to reassess and improve key pages.
🚩 -60% Sales & conversions.
🚩 +60% Bounce rate
🚩 80% Designers time on coding.
🚩 -56% Add to cart after launch.
🚩 Magento 2 block adding content.
Source: Google analytics
🚩 The design was not user-centered, failing to meet user needs.s & conversions.
🚩 The redesign was too drastic compared to the previous version.
🚩 Magento 2 still required coding, limiting flexibility.
🚩 No user testing was done, and there wasn't enough content for SEO.
🚩 No research was done to understand CMS needs across markets.
Problem
The US redesign led to usability, accessibility, ranking and trust issues, making it unsuitable for global rollout.
The design team spends 80% of their time coding content and offer updates, as Magento’s page creation process is not marketing-friendly and requires coding knowledge.
How might we create a user-friendly product page, based on learnings from the failed US design, that allows markets to add content while maintaining a clean, technical, and medical UI?
User Goals
➡️ Improve trust in the brand
➡️ Better usability on mobile and desktop
➡️ Improve the accessibility
➡️ Better page performance
➡️️ Content & SEO Recovery
Business Goals
➡️ Reduce the bounce rate up to 20%
➡️ Increase the add to card rate by 10%
➡️ Better SEO rank
➡️ Reduce design coding time by 80%
➡️ Retrieve the same rate % as the previous design
Key Fixes
With insights from Hotjar, Google Analytics, and market feedback, I guided the junior designer through the project goals. Together, we outlined the challenges and focus areas, ensuring a clear direction for the new design.
Challenge #1
Limited access to real users for testing and interviews due to low stakeholder buy-in for UX.
Challenge #2
Multiple stakeholders with different business goals.
Challenge #3
Limited time to choose a development agency, CMS, and design.
Content & SEO Recovery
✅ Bringing back lost content (without overwhelming users).
✅ Designed content-friendly pages to boost SEO ranking.
Usability & Accessibility
✅ Improved interactive elements (fully accessible).
✅ Medical & technical UI without alienating users.
Design Thinking Process
Using the Design Thinking process, we have identified three key tasks to enhance the usability of the product page. The Junior Designer will focus on competitor analysis while I guide her in developing user personas. Once that foundation is set, she will apply her insights to create the wireframe and visual experiments.
Competitor analysis
Understand what works well in the industry, spot opportunities for improvement, and design a better user experience.
WeightWorld
Direct competitor
✅ Clean, professional design with green and white for a medical, trustworthy look.
✅ Images, videos, and expandable sections make the page more engaging.
✅ Clear instructions, safety tips, and maintenance info build trust.
✅ Strong use of customer testimonials.
🔴 Key call-to-action (CTA) missing on mobile.
🔴 Accessibility issues, including poor contrast, autoplay carousels, and videos, not meeting AA guidelines.
🔴 Too much content on the page, making it hard for users to focus and absorb key details.
Natural Baby Shower
Indirect competitor
✅ Clean, professional design with green and white, creating a medical and trustworthy feel.
✅ Images, videos, and expandable sections make the page more interactive.
✅ Customer reviews and ratings are easy to find, helping users make decisions.
✅ The site works well on all screen sizes, ensuring smooth navigation on mobile.
🔴 Some product descriptions are in images, making it harder for screen readers and slow connections.
🔴 Soft pastel colors may reduce readability for users with visual impairments if contrast isn’t optimised.
New Product pages
After multiple experiments and reviewing the accessibility and reviewing with our stakeholders we had a great start to be able to implement all the components.
Key Achievement #1
All text and interaction elements are following WCAG guidelines and UX best practices.
Key Achievement #3
Reusable components design for all product pages to ensure consistency and reduce development time.
Key Achievement #2
Reusable components design for all product pages to ensure consistency and reduce development time.
Key Achievement #4
After gathering market requirements, we have chosen Contensis as our new headless CMS.
Challenge#1
We couldn't conduct a user usability test due to time constraints, but the design team collected usability feedback from colleagues.
"I love how the cards can scroll right and left, it feels a lot smoother and intuitive"
Amalia.
Customer Service
"It looks clean and professional, I feel I can trust the company more than before"
Tom
Amazon Key Account
Results & Successes
I guided the Junior Designer in applying metrics to her design. This was especially crucial since we didn’t conduct direct user testing, making data-driven insights essential for future improvements. This helped us gathered the right data when we implemented.
6 months post launch results
📊 +10% Sales Increase
📈 + 5% add to card
📌 Reduction of the bounce rate
📱 Increase of 3% conversion
🚀 -53% Page Load Time
🎯 Improve Google ranking
🏆 No more time for development
Future improvement in Backlog
✅ Run A/B tests to optimize the product page CTA and improve conversion rates.
✅ Conduct user surveys to identify pain points and gather feedback for potential improvements.
✅ Enhance key pages in the user journey to create a smoother experience and drive higher sales.
Team Successes
Junior Designer
Thanks to her dedication, extensive research, strong visual work, and data-driven design approach, the Junior Designer was recognised by the Head of UX (App) for her contributions. As a result, she was invited to collaborate with him on improving the Revitive Medic Coach App.
Personal
I had the opportunity to lead a usability and accessibility workshop for the global Actegy team and international marketing team. The session highlighted the importance of designing for all users and demonstrated how digital design follows different principles than print."
