OICAN WEAR

End-to-end CRO-driven UX optimization of the mobile product details pages through to payment.

OICAN WEAR, a Swedish protective-wear brand, reached out to me after receiving user feedback that highlighted confusion around their products. Customers were asking about availability, colors, and other details, even though this information was already visible on the website. OICAN wanted help understanding how the site was performing and identifying opportunities to improve usability and conversion.

Funnel analysis

As approximately 90–95% of traffic came from mobile devices, the analysis focused on the mobile experience. A funnel analysis was conducted to identify where users were dropping off. The product detail page (PDP) showed a higher than expected drop-off and was identified as a key friction point.

UX review and benchmarking

Based on insights from the funnel analysis, I proceeded with a UX/CRO audit of the product detail page to identify the main friction points. As a first step, to build an initial understanding of the page experience, I reviewed the product detail page using common UX and e-commerce principles, while also benchmarking competitor pages to identify likely friction points, experience gaps, and opportunities for improvement.

Heatmap and recording analysis

I then reviewed heatmaps to analyze clicks, misclicks, CTA usage, scroll behavior, overall interaction patterns, and what content appeared within the fold, in order to identify friction and weaknesses in the page hierarchy. I also reviewed session recordings to understand how users were interacting with the page, where they were hesitating, and where friction appeared throughout the experience.

Brand and visual identity

With a clear understanding of the audience and positioning, RENVA’s visual identity was carefully developed. Using the new website as a foundation, the campaign’s design guidelines were shaped accordingly. The brand guidelines, covering color palette, typography, and logo usage were fully documented and formalized as part of this process.

Concept development

The core concept was to highlight how cleaning takes time away from the things that truly matter in life. The messaging needed to resonate emotionally, reminding people that their time is precious. We wanted to position RENVA as more than just a cleaning service. It’s a time-saver, a stress-reducer, and a way to focus on what truly matters in life, whether that's family, work, rest, or joy.

Layout & menu

The first objective in this project was to determine the layout which included an interactive menu and additional sections of the digital signage. The most important factors to consider was high accessibility and readability from a user perspective and that the menu was easy for local staff to update on the spot. In addition to the menu function, the screen itself needed to accommodate four additional sections with standardized formats such as 1:1, 16:9, and 9:16 to allow for stock material to be used for promotions or information. Below are the three main solutions we considered.

Setting the tone

The visuals were designed to reflect the concept of not prioritizing the more important things in life. Different activities, and family scenes were chosen to mirror the lifestyle of typical clients, ensuring the campaign felt relatable and authentic.

Design and layout

The layout for web, print, and digital signage was defined with a focus on maximizing image size and maintaining optical balance. Design elements like margins and alignment were refined to match RENVA’s visual identity. Custom banners and message bubbles were developed to present key messages as a conversation. Sharp corners and a black color scheme were chosen for consistency and a sleek, professional look.