HouseTipster

Transforming a home renovation blog into a full e-commerce platform for furniture and décor.

Engagement Rate

+35%

Returning Customer Rate

+15%

Faster Checkout Time

-20%

Annual Revenue Growth

-20%

CLIENT

Marble.com

ROLE

UX/UI Designer

PLATFORM

Desktop,

Tablet &

Mobile

PROBLEM

  1. Clunky Navigation: Scattered content and poor IA made finding products difficult.

  2. Low Conversion Rates: Confusing product pages and a multi-step checkout led to abandoned carts.

  3. Risk to Brand Identity: Transition from content blog to e-commerce risked alienating loyal readers.

SOLUTION

  1. Navigation Overhaul: Clear product categories, filters, and improved IA.

  2. Modern UI: Rebuilt visual identity using the existing logo and Material Design principles.

  3. E-commerce Features: Added reviews, rich product pages, and faster checkout flow.

  4. Content + Commerce: Integrated blog content with shopping for better SEO and user engagement.

MY CONTRIBUTION

• Led full UX/UI redesign from research to launch.

  • Conducted market research and competitive analysis against Wayfair, Houzz, and IKEA.

  • Interviewed 12 target users to identify pain points and needs.

  • Created personas, user flows, and medium-fidelity prototypes.

  • Designed responsive layouts for web, tablet, and mobile.

  • Ran usability tests, improving checkout speed and reducing navigation friction.

BEFORE

A blog-style site with scattered articles and limited product shopping features. Users struggled to browse, find, and buy products, leading to high drop-off.

AFTER

A structured e-commerce platform with intuitive navigation, improved product discovery, integrated blog content, and a frictionless checkout process.

MY APROACH

  1. Discovery Phase

  • Reviewed client goals: grow revenue, keep brand personality, and add e-commerce.

  • Conducted market research confirming home improvement market growth potential.

  • Competitive analysis revealed UX gaps competitors left open.

  • User interviews uncovered pain points: lack of trust, poor navigation, and missing product details.

  1. Design and Development

  • Built intuitive navigation for product discovery.

  • Applied Material Design principles for consistent UI.

  • Integrated product reviews and detailed descriptions to boost trust.

  • Streamlined checkout process into fewer steps.

  • Designed responsive layouts for all screen sizes.

  1. Testing and Iteration

  • Ran usability tests with 7 participants.

  • Achieved 80–90% task success rate, 20–30% faster time on task, and <10% error rate.

  • Adjusted navigation labels, improved visual hierarchy, and ensured WCAG AA compliance.

CONVERSION RATE OPTIMIZATION (CRO) IMPACT

The HouseTipster redesign shifted the site from a blog to a revenue-driving e-commerce platform:

  • Navigation → Product Discovery: A clearer IA with filters and categories increased engagement by 35%, helping users find products faster.

  • Trust → Conversions: Adding reviews and rich product details built confidence, contributing to a 15% increase in returning customers.

  • Checkout Optimization: Streamlining the flow cut checkout time by 20%, reducing drop-offs and abandoned carts.

  • Content + Commerce: Integrating blog articles with product pages improved SEO and kept loyal readers engaged while guiding them toward purchases.

  • Business ROI: These UX improvements translated into measurable growth, with a 20% increase in annual revenue post-launch.

The CRO takeaway: By merging content with commerce and removing friction in navigation and checkout, HouseTipster converted casual readers into loyal buyers and boosted revenue in the process.