Cabeau®
Site Redesign

E-Commerce Case Study

Repositioning of target marketing to the wellness space within e-commerce. Research and interface design for the Cabeau® website on desktop and mobile.

Year:
2021

Client:
Cabeau®

INTRODUCTION 

01 - ABOUT THE BRAND

Cabeau®’s patented travel pillows, comfort products, and innovative accessories can be found in over 110 countries worldwide. Their products have set new industry standards for superior craftsmanship, quality, and comfort. Cabeau® has received numerous travel industry awards that recognize their commitment to excellence in providing their customers with innovative travel accessories as well as their dedication to improving the world around us.

02 - OUR SOLUTION 

With the need to position themselves in wellness and lifestyle spaces, Cabeau® asked us to build an e-commerce site that spoke to these target audiences and inform them about more ways to utilize their products and aid their ailments. In addition to new and improved landing and product-detail pages, along with a streamlined checkout process, we also created “Solutions” for Cabeau® which categorized and positioned certain products to their uses. The “Solutions” features also informed consumers other ways to consider how these products can support, help ease tension, and facilitate recovery and relaxation.

03 - MY ROLE

I worked closely with my UX director and the e-commerce and SEO teams to brainstorm the discovery portion of this redesign. I then used our findings and developed the visual design and user interfaces for the desktop and mobile device sites. I also worked closely with our content writer to develop the “Solutions” featured sections and all other new content in the experience.

RESEARCH

Cabeau®’s new target market consists of four major categories (below), with two sub-categories, “Leisure“ and “Sleep”, that are more general in their market focus. These sub-categories can be targeted to all the major target markets, including:

  • Frequent travelers

  • Athletes

  • People with spinal related pain

  • Gamers

04 - TARGET MARKET

INTERFACE DESIGN

05-1 - HOME/SHOP

Desktop

The Cabeau® home page is conveniently organized to allow the user to view, learn more about, and shop for products. Reviews, testimonials, and doctor recommendations are also located throughout this page to help build confidence in the user during the decision-making process.

05-2 - HOME/SHOP

Mobile

The mobile home page was adapted to be intuitive and convenient. Everything that is available on the desktop platform is available on mobile, platform, adjusted for easy navigation by the user.

06 - CABEAU® SOLUTIONS

The “Solutions” block of the Cabeau® website guides the user to identify their ailment and find additional information on how Cabeau® products can help.

07 - PRODUCT DETAIL PAGE

Desktop

The product information on the right side of the PDP scrolls for the user to have an easy view of all details while keeping the product images on the left stationary.

Mobile

The product name, price, and “add to cart” CTA remains static at the top of the screen while the user scrolls through the information.

08 - “CHECKOUT” USER FLOWS

To significantly improve upon the lengthy and cumbersome existing checkout process, we recommended two new user flow options.

In the first flow (left) we kept everything the user needs to interact with on one modal while keeping it simple and intuitive.

On the second flow (right), we offer the user an “Express Checkout” with their Apple, PayPal or other payment/shipping methods which simplifies the process even further. We later improved this functionality to include other options like Amazon Pay, Shop Pay, and other popular options.

09-1 - CART/CHECKOUT

Desktop

The shopping cart is a simple slide-in modal that allows the user to view their cart details at-a-glance.

The full checkout modal allows the user to choose if they would like to utilize their express checkout options such as PayPal or applePay, or complete their purchase with a standard 3-step credit card flow.

09-2 - CART/CHECKOUT

Mobile

In the full-screen mobile cart view, a quick-view mini-modal slides in the from the bottom once the user hits “checkout”, giving them the option to utilize the “Express Checkout” or move forward with the standard checkout flow.

SUMMARY 

10 - RESULTS

After the launch of the new site and within the first month, customer engagement increased by 30%. According to customer surveys, visitors and loyalty members loved the ease-of-use and clear information that the new website offered. Additionally, customers stated that the express options for payment and easy standard checkout flow increased their likelihood of completing their purchases.

The redesign of Cabeau® website increased their sales by approximately 50% during the first year of operation.

"Adeola brings an intuitive perspective to UX and has a knack for uncovering those hidden client needs that few designers know how to discover."

— Cliff Lee, Corteva Agriscience