331% User Growth Through a Customer Portal Redesign
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
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 UI/UX 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.
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
Unified 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.
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.
Key Takeaways
Add Value
Features like supplement guides and usage tips give users a reason to return beyond checking order status.