Delivered a UX-driven redesign of SundaeDoll’s e-commerce website, enhancing navigation, usability, and boosting customer trust by 82%.

Client Project
Client: VanTech Med
Shipped

Team
3 Product Designers
3 Engineers

Timeline
5 Weeks

Tools
Figma
FigJam
Otter.ai

Skills
UX/UI Design, Heuristic Evaluation,User Research & Interviews, Ideation, IA, Design System, Wireframing, Prototyping, User Testing

OVERVIEW

SundaeDoll (formerly Sunny) is an AI-powered doll by VanTech Med designed to help reduce social isolation among the elderly. Its e-commerce site had low engagement and conversions due to cluttered design, confusing navigation, poor usability, and weak trust signals.

Background

Users struggled to navigate the website, access product details, and complete tasks such as adding items to the cart, while a lack of trust signals lowered purchase confidence.

Problem

I led a UX-driven website redesign, improving navigation, information architecture, and usability while building customer trust.

Solution

Impact

Design Preview (Before & After)

Jump to Design Outcome

or scroll down to view the full case study

RESEARCH

Project Kickoff

Understanding the client’s business goals and perspective on the existing website

Our kickoff meeting clarified the client’s goals - increasing engagement, trust, and conversions, while noting stakeholders’ perspectives on the current website.

Existing usability issues & solutions

Heuristic Evaluation

We conducted a heuristic evaluation using Nielsen Norman’s 10 usability principles to uncover key design issues. I led a workshop and presented the findings and solutions to align stakeholders and drive a usability-focused redesign.

User Interviews

Conducted the startup’s first user interviews for the website and identified 4 key areas for improvement

To understand why the site was hindering engagement and sales, we interviewed six potential customers, then conducted affinity mapping and identified 4 key areas for improvement:

1. Design
2. Content & organization
3. Shop page
4. Building trust and credibility

DEFINE

Target Users

Helping families stay connected to their seniors

Our target users are mainly family members of seniors who can’t always be physically present with their loved ones and are seeking reliable solutions for companionship and convenient ways to stay connected.

Midpoint Review

Changes, constraints, and solutions

IDEATE

Feature Prioritization

Finalizing essential features to meet user and client needs, while considering trade-offs

We collaborated with stakeholders to define features. User interviews showed users needed setup guidance, highlighting the value of a 24/7 virtual assistant. Due to time and technical constraints, we prioritized essential features for launch.

Information Architecture

An updated sitemap to improve navigation

The original site overwhelmed users with a cluttered homepage and non-functional “Coming Soon” links. We streamlined the experience by restructuring the sitemap to simplify navigation and improve product discovery.

DESIGN

How did we tackle the 4 key improvement areas identified in our user research?

Design Solutions

Overview:

1. Design: a style guide to ensure consistency and enhance usability.
2.Content & organization: improved content organization and navigation.
3.Shop page: clear product details, plans, and pricing in a streamlined layout.
4.Trust & credibility: new Meet Sundae, About Us, and Research pages.

1. Design

The UI prioritizes usability and accessibility with intuitive layouts, readable typography, and clear icons. Starting with just a logo, font, and two colors, we created a style guide, expanded the palette, and selected icons to establish a professional yet friendly tone, collaborating closely with the team.

2. Content & organization

I contributed to the homepage design and ensured consistency across different screens. The homepage presents Sundae with a clean, user-friendly layout that highlights key features and ensures easy navigation.

Lo-fi

Hi-fi

3. Shop page

For the product detail page, we we clarified details, plans, and pricing with clear headings, bullet points, and a streamlined layout to simplify navigation and the Add to Cart process.

Lo-fi

Hi-fi

We designed new pages: Meet Sundae, About Us, and Research to build credibility and trust by clearly detailing Sundae’s features, AI safety, doll therapy, clinical articles, and the team’s mission.

4. Trust & credibility

TEST & ITERATE

User Testing

Testing navigation, user trust, and add-to-cart ease to improve the user experience

We tested the design with six users to uncover issues and improvement areas. The testing focused on the new navigation, user confidence after learning about the product, and the ease of adding a product to the cart.

Success Metrics

What went well?

Areas for Improvement

1. Homepage pricing section: clearer comparison of Basic vs. Advanced plans

After

Before

2. The How Sundae Works section on the Meet Sundae page was revised to address user confusion

After

Before

3. Transparent pricing for a more confident shopping experience

Before

After

Responsive Design

We designed for desktop and also created the mobile version of the key screens to demonstrate to the client how the design would appear on mobile, ensuring a seamless, responsive layout and user experience.

Mobile versions

UI Guide

For the project handoff, we held a meeting with the developers to ensure a smooth transition. I led the organization of a clear, cohesive design system, giving the client a comprehensive reference for seamless implementation and future updates.

Design-to-development handoff

View Prototype

REFLECTION

What We’ve Accomplished

  • Customer trust: Increased by 82% (2.3 → 4.2/5), reducing drop-offs and boosting engagement.

  • Navigation ease: Improved by 80%, reducing friction in product discovery.

  • Task completion: 100% success for adding items to cart; ease-of-use improved from 1.8 → 4.8/5, strengthening conversion potential.

Lessons Learned

  • Collaborating with designers, developers, and stakeholders underscored the importance of cross-functional teamwork. I facilitated meetings with regular check-ins and clear communication to keep the team aligned across time zones.

  • Working with a startup, where priorities and requirements can shift quickly, taught me how to handle feedback, make adjustments as needed, and remain adaptable to change while maintaining the overall design vision.