HouseTipster began as a blog for design lovers and renovators. But with growing competition from e-commerce leaders like Wayfair and Houzz, they needed to pivot. The goal? Transform into a full online store for home decor and furniture—without losing their brand’s identity.
Role:
Lead UX/UI Designer
Industry:
E-commerce, Home & Furniture
Duration:
Web
Challenges
Clunky Navigation: Users struggled to find products due to scattered content and poor IA.
Low Conversion Rates: Confusing product pages and a multi-step checkout led to cart abandonment.
Brand Identity Loss Risk: Transitioning from content to commerce without alienating the existing audience.
My Approach
Discovery Phase
Market Research: Found the home improvement market hit $527B in 2023, with 4.6% annual growth expected. This confirmed the shift to e-commerce was timely.
Competitive Analysis: Studied Wayfair, IKEA, and Houzz to spot UX gaps—HouseTipster could win with trust-building and niche content.
User Research: Interviewed 12 users, revealing pain points like lack of product info, long checkouts, and friction in navigation. Built 3 key personas to guide design decisions.
Design and Development
Navigation Overhaul: Rebuilt site architecture for easier browsing, with clear product categories and filters.
UI Redesign: Introduced a clean, modern look using Material Design and rebuilt visual identity around the existing logo.
E-commerce Features: Added reviews, detailed product pages, and fast checkout to align with user expectations.
Testing and Iteration
Wireframes & Prototypes: Created mid-fidelity flows to test the full path—from discovery to checkout.
Usability Testing: Conducted 7 interviews. Task success rates hit 80–90%, with a 20–30% faster time on task and <10% error rate.
Accessibility: Ensured color contrast and visual clarity met WCAG AA standards.
Results
35% increase in engagement
15% boost in returning customer rate
20% faster checkout experience
20–25% growth in yearly revenue
Future Plans
Product Expansion: Introduce new categories and improve mobile experience.
Content Integration: Combine blog and shopping to drive organic traffic and improve SEO.
Conclusion
HouseTipster’s redesign was a complete transformation—from a content blog to a sleek e-commerce platform. We kept the brand’s personality while boosting usability and conversions. This project proved how strong UX can drive business change and set the foundation for long-term success.
