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Redesigned homepage concept based on 50K+ clicks, prioritizing what users actually shop for

Inno Supps

User-Centered Homepage & Collection Page Redesign

Using behavioral data and goal-based shopping to create a more personalized experience

Project Overview

Redesigned key parts of the Inno Supps user journey, from homepage to collection pages, using real user behavior as the foundation. This concept introduces personalized elements like improved filtering, a recommendation quiz, and a dedicated women’s shopping flow to make discovery faster, easier, and more relevant.

Problem Statement

The current homepage lists only 7 static product categories and doesn’t reflect how users actually shop. Many visitors are unsure where to start, and product discovery feels generic rather than tailored. Category switching and filtering on collection pages are also clunky, and there’s no personalized guidance.

Company

Inno Supps

My Role

Lead Product Designer

Platforms

eCommerce Site

Timeline

April 2025 - May 2025

Persona
Kayla Simmons

Fitness Coach

I know my goals—I just need help finding the right product faster.

Age: 37

Location: San Diego, CA

Tech Proficiency: High

Gender: Female

Goal

Find supplements that align with my fitness goals.

Navigate quickly without too many clicks.

Discover what’s new or best-selling without guessing.

Pain Points

Generic product layout doesn’t guide her decision.

Filtering is limited and clunky.

Shopping feels like trial and error, not personalized.

User Research

Reviewed category click data, with fat-burning (17k+) and women’s health (13k+) as top performers.

Researched competitor sites to identify better practices in navigation, filtering, and personalization.

Leveraged internal insights to design more personalized user journeys.

User Research

Reviewed category click data, with fat-burning (17k+) and women’s health (13k+) as top performers.

Researched competitor sites to identify better practices in navigation, filtering, and personalization.

Leveraged internal insights to design more personalized user journeys.

User Research

Reviewed category click data, with fat-burning (17k+) and women’s health (13k+) as top performers.

Researched competitor sites to identify better practices in navigation, filtering, and personalization.

Leveraged internal insights to design more personalized user journeys.

Insights

Users overwhelmingly shop by goal, not category.

Personalized flows, like quizzes, lead to better engagement and satisfaction.

Women’s health is a major segment that benefits from a more curated experience.

Insights

Users overwhelmingly shop by goal, not category.

Personalized flows, like quizzes, lead to better engagement and satisfaction.

Women’s health is a major segment that benefits from a more curated experience.

Insights

Users overwhelmingly shop by goal, not category.

Personalized flows, like quizzes, lead to better engagement and satisfaction.

Women’s health is a major segment that benefits from a more curated experience.

Design Solution

Designed a personalized quiz flow and women’s-specific collection page to deliver tailored experiences.

Relocated and improved the “Shop by Goal” homepage layout.

Revamped collection pages with enhanced filters, category switching, and visual badges like “new” and “popular.”

Design Solution

Designed a personalized quiz flow and women’s-specific collection page to deliver tailored experiences.

Relocated and improved the “Shop by Goal” homepage layout.

Revamped collection pages with enhanced filters, category switching, and visual badges like “new” and “popular.”

Design Solution

Designed a personalized quiz flow and women’s-specific collection page to deliver tailored experiences.

Relocated and improved the “Shop by Goal” homepage layout.

Revamped collection pages with enhanced filters, category switching, and visual badges like “new” and “popular.”

Testing & Iteration

As this was a conceptual proposal, we conducted limited testing through internal feedback and user pattern analysis.

Wireframes were iterated based on stakeholder input.

Ensured design feasibility was within Shopify’s framework.

Testing & Iteration

As this was a conceptual proposal, we conducted limited testing through internal feedback and user pattern analysis.

Wireframes were iterated based on stakeholder input.

Ensured design feasibility was within Shopify’s framework.

Testing & Iteration

As this was a conceptual proposal, we conducted limited testing through internal feedback and user pattern analysis.

Wireframes were iterated based on stakeholder input.

Ensured design feasibility was within Shopify’s framework.

Outcome
Aligned stakeholders on the importance of personalization.
Highlighted opportunities in category design, quiz-based guidance, and gender-specific user flows.
Although not implemented, The redesign proposal established a foundation for a strategic, user-driven shopping experience.
Growth Points
Personalization Drives Confidence

When users feel the experience is tailored to their goals, they convert faster and more confidently.

Personalization Drives Confidence

When users feel the experience is tailored to their goals, they convert faster and more confidently.

Personalization Drives Confidence

When users feel the experience is tailored to their goals, they convert faster and more confidently.

Data Beats Assumptions

Click behavior revealed that the categories users care about weren’t always the ones being featured.

Data Beats Assumptions

Click behavior revealed that the categories users care about weren’t always the ones being featured.

Data Beats Assumptions

Click behavior revealed that the categories users care about weren’t always the ones being featured.

Curated Experiences Add Value

A women-specific shopping path and visual product cues make the site feel more thoughtful and intentional.

Curated Experiences Add Value

A women-specific shopping path and visual product cues make the site feel more thoughtful and intentional.

Curated Experiences Add Value

A women-specific shopping path and visual product cues make the site feel more thoughtful and intentional.

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