I led a strategic UX overhaul focused on addressing critical conversion barriers for the Real Fun, Wow! e-commerce platform. My redesign simplified navigation, implemented an intuitive category system, reduced decision fatigue, and created visual pathways for customers to easily find and purchase artwork.
User Research
Navigation redesign
Category Optimization
Visual Browsing
Information architecture
Impact
36% Increase in Items Added to Cart
Design improvements increased customer purchase selections, boosting key sales metrics.
Faster Product Discovery
Dramatically reduced the steps required for customers to find relevant products.
Increased Product Sales by 27%
Enhanced engagement and reduced barriers drove significant revenue growth.
Real Fun, Wow! is the business venture of artist Daren Thomas Magee, offering home decor, apparel, and accessories featuring his original artwork.
As the vision for Real Fun, Wow! grew beyond its initial start on social media platforms, it became apparent that the brand’s website needed a redesign to better address the increasing influx of e-commerce shoppers.
Key Context
Customers were motivated to make a purchase, but the conversion rate was lacking. After conducting a user survey, I highlighted three core issues and created solutions.
01: Untangling the User Journey
The first significant change was the navigation menu. Upon arriving at the site, users lacked clear direction due to poorly structured menu options.
The confusing information architecture discouraged thoughtful browsing and created unnecessary cognitive load, making it difficult for users to find what they were looking for.
Huh?
Poor visual hierarchy - all text appears at the same weight and size.
Lack of organization - no clear grouping of related items.
Minimal visual separation - different product categories blend together.
Low contrast - harder to scan quickly.
Flat appearance - lacks engagement.
After:
I restructured the header menu so users could quickly find the types of products they are interested in. This also eliminated the need to view all of the categories at once, which was a leading contributor of confusion when browsing the menu. The results provide:
Strong visual hierarchy - clear primary navigation items.
Better contrast - white text on dark green background.
Organized dropdown structure - groups related items logically.
Engaging visual design - draws attention.
Clear navigation flow - from broad categories to specific items.
I also added the submenu selections as image hyperlinks at the top of each collection page. This encourages quicker decision-making for users, reducing the time needed to find relevant products.
Users wanted the option to browse art prints based on similar types. With over 500 prints available, some users opted out of completing a purchase simply because they couldn’t choose one from the list.
How might we present our product options more clearly so that users can browse with confidence?
After collaborating to reduce the total print inventory by over 30%, I organized the remaining pieces into intuitive, browsable categories with filtering capabilities that streamlined the search experience.
In addition to option to browse via the customized browsing icons, I included the option to sort the prints using more traditional e-commerce filtering methods. This allows users to filter results that match multiple category descriptions and find products that fall into multiple categories.
03: The Missing Link
Some users were less motivated to purchase prints without a clear solution for framing. While budget-friendly framing options were already available on other pages of the website, many users commented that they hoped to find framing options when purchasing prints. It became clear that the available framing options were not commonly noticed via typical user traffic.
