Zoe Kratzmann Website Refresh
Zoe Kratzmann a premium women's fashion brand, needed to boost conversions and solve user problems on a 6 month A/B testing program.
Year
2025
Role
Lead Designer
Responsibillites
Design and Research
Background
Zoe Kratzmann, a premium women’s fashion label, engaged me to redesign their e-commerce experience.
My role spanned user research, wireframing, UI design, and design-to-dev handoff, collaborating closely with developers and the marketing team.
01
Increase conversion rates by simplifying the shopping journey.
02
Reduce friction in product discovery and checkout
03
Ensure a premium feel with consistent design changes.
User Insights
To identify Zoe Kratzmann’s key pain points, I conducted a survey on the Shopify site, uncovering valuable insights that shaped the focus areas of the redesign.
Style Guide Components
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Colour Palette in the Design System
Typography in the Design System
Test 1
Solving filtering
The Problem
Users scrolled deeply but rarely engaged with products, leading to drop-offs.
This was largely due to weak category filters. Size confusion also persisted, with Zoe Kratzmann’s unique sizing driving high exchanges and frequent customer service enquiries.
The original filter
Click map of the original site's category filter from Hotjar
The new filter with size enabled
The new filter with sort enabled
Approach
01
Made the filter sticky on the mobile header to support deep scrolling behaviour.
02
Separated the size dropdown from filter and sort options across all devices.
03
Defined sizes in all filters on mobile and desktop (e.g., 0 (6–8 AU)) to eliminate confusion.
Outcome
Making filters more intuitive improved usability and helped users find products faster. Size and price proved to be the most influential factors in decision-making, highlighting the importance of fit and affordability. Reordering filters offers further opportunity to streamline discovery and enhance the shopping experience.
The filter interaction increased by 35%
11.2% lift in checkout starts
Revenue increased from the test running at 50% for 30 days, by 6.6%
The new filter with sort enabled on desktop
The new filter with size enabled on desktop
Test 2
Adding colour swatches
The Problem
Category pages didn’t show colour options, but heatmaps on the product page highlighted that users were interested in colour options.
Having colour swatches unavailale on the category page could have limited product discovery and frustrated users.
The original category page on the website.
Heatmap of the original site's product page Hotjar
Colour swatches on desktop and mobile category pages
Approach
01
Simplified product tiles by removing desktop hover effects
02
Added colour swatches that are clickable linking to each variant.
03
Optimised mobile usability with thumb friendly tap targets.
Outcome
Repositioning swatches closer to the product image reduced friction by eliminating unnecessary scrolling and encouraging higher interaction, resulting in a smoother and more engaging product browsing experience.
Conversion rate increased by 5.1%
Begin checkout rate at 7.04%
Revenue increased from the test running at 50% for 30 days, by 7.2%
Old and updated loyalty page
Final Outcome
Over six months, I designed 36+ tests to improve UX and boost metrics.
While visually appealing, the site lacked clear guidance and brand representation. By adding engaging design elements and tools to help customers make confident choices, key metrics increased.