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Redesigned Customer Portal Drove 20K+ Sessions in 2 Months

Inno Supps

3x Growth Through a Customer Portal Redesign

Creating a One-Stop Hub for Inno Supps Customers

Project Overview

The original customer portal offered limited functionality and confused users with separate logins for order history and subscriptions. The redesign aimed to unify these experiences, improve usability, and add value through new features like one-click reordering, upsells, supplement guides, and exclusive content.

Problem Statement

The original customer portal provided minimal value to users, had a confusing login system, and created friction in managing subscriptions or accessing support. This limited user engagement and decreased retention.

Company

Inno Supps

My Role

Lead Product Designer

Platforms

Shopify eCommerce Site

Timeline

May 2024 - November 2024

Persona
Taylor Harris

Administrative Assistant

I'm trying to lose weight with Inno Supps. I shop on my phone and just want things to be simple.

Age: 33

Location: Austin, TX

Tech Proficiency: Moderate

Gender: Female

Goals

Stay consistent with my supplement routine.

Easily reorder products when I run low.

Know when to take each product for best results.

Pain Points

Confused by multiple logins.

Unsure how to take the supplements I ordered.

Hate searching emails for order information.

User Research

Collaborated with stakeholders to define key features and priorities for the portal.

Conducted competitive analysis of leading customer portals to identify effective design patterns.

Customized and refined best practices to create a tailored portal experience for Inno Supps users.

User Research

Collaborated with stakeholders to define key features and priorities for the portal.

Conducted competitive analysis of leading customer portals to identify effective design patterns.

Customized and refined best practices to create a tailored portal experience for Inno Supps users.

User Research

Collaborated with stakeholders to define key features and priorities for the portal.

Conducted competitive analysis of leading customer portals to identify effective design patterns.

Customized and refined best practices to create a tailored portal experience for Inno Supps users.

Insights

Users were frequently contacting support to manage subscriptions.

Confusion around login flow was one of the top barriers to entry.

There was untapped potential for upsells and brand engagement within the portal.

Insights

Users were frequently contacting support to manage subscriptions.

Confusion around login flow was one of the top barriers to entry.

There was untapped potential for upsells and brand engagement within the portal.

Insights

Users were frequently contacting support to manage subscriptions.

Confusion around login flow was one of the top barriers to entry.

There was untapped potential for upsells and brand engagement within the portal.

Design Solution

Unitified logins and centralized orders with one-click reordering for a seamless experience.

Integrated subscriptions, supplement instructions, upsells, and support within a single portal.

Designed a fully responsive interface optimized for both desktop and mobile users.

Design Solution

Unitified logins and centralized orders with one-click reordering for a seamless experience.

Integrated subscriptions, supplement instructions, upsells, and support within a single portal.

Designed a fully responsive interface optimized for both desktop and mobile users.

Design Solution

Unitified logins and centralized orders with one-click reordering for a seamless experience.

Integrated subscriptions, supplement instructions, upsells, and support within a single portal.

Designed a fully responsive interface optimized for both desktop and mobile users.

Testing & Iteration

Performed thorough QA testing to ensure portal stability and functionality before launch.

Monitored performance post-launch and optimized loading speeds based on user feedback.

Used real-time data and customer input to quickly address pain points and improve the experience.

Testing & Iteration

Performed thorough QA testing to ensure portal stability and functionality before launch.

Monitored performance post-launch and optimized loading speeds based on user feedback.

Used real-time data and customer input to quickly address pain points and improve the experience.

Testing & Iteration

Performed thorough QA testing to ensure portal stability and functionality before launch.

Monitored performance post-launch and optimized loading speeds based on user feedback.

Used real-time data and customer input to quickly address pain points and improve the experience.

Outcome
New users grew 331%, from 1,125 to 4,855.
Portal sessions more than doubled, increasing 115% from 9,965 to 21,412.
Streamlined user experience reduced confusion and simplified access to subscriptions and support
Growth Points
Simplify Access

Friction at login can dramatically reduce engagement, streamlining entry points boosts usage.

Simplify Access

Friction at login can dramatically reduce engagement, streamlining entry points boosts usage.

Simplify Access

Friction at login can dramatically reduce engagement, streamlining entry points boosts usage.

Add Value

Providing helpful features like supplement guides strengthens brand loyalty.

Add Value

Providing helpful features like supplement guides strengthens brand loyalty.

Add Value

Providing helpful features like supplement guides strengthens brand loyalty.

Centralize User Flows

Clear, unified navigation outperforms complex designs.

Centralize User Flows

Clear, unified navigation outperforms complex designs.

Centralize User Flows

Clear, unified navigation outperforms complex designs.

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