ThrillX | UX/UI Design Agency | World Class Digital Products

Generating 72% increase in qualified leads for AHA

AHA approached us for a website redesign to help elevate its messaging and position it as an industry leader. They had a clear goal from the start to help drive more qualified leads through its site.

Connecting football fans with their favorite athletes

Optimal Sports is an L.A based football sports marketing firm working with some of the world’s best athletes and players. As their athletes started landing huge brand deals and endorsements, Optimal needed an e-commerce website to start selling merchandise. They required a custom membership portal where users can get access to exclusive perks and prizes such as monthly raffle entries, private Snapchat stories, and more.

Platforms

Web (Responsive)
Shopify

Roles

UX/UI Design

Digital Strategy
Icon/Illustration
Shopify Development

Deliverables

Responsive Web Design

Shopify Development
“ThrillX went above and beyond to make me happy with the deliverable. There was a very clear layout for the timeline and deliverables that made it easy to understand what we were getting. Arsh was so helpful in recapping each of our meetings.”

William Bartucci

Director of Operations, AHA

The Results

72%

Increase in conversions (qualified leads)

3X
Increase in traffic
32%
Decrease in bounce rate

Before

After

Global Design System

Fiddler’s Green CBD sells premium products, and they needed a premium website to match. To do this, we redesigned the website utilizing a beautiful marigold yellow to elicit emotions of joy, happiness, and premium products. We complemented this with the brand color of a scarlet red for the call to action buttons to encourage users to make a prompt action, helping conversions. The branding and colors work seamlessly with the website copy and imagery.

Research and Discovery

Fiddler’s Green CBD sells premium products, and they needed a premium website to match. To do this, we redesigned the website utilizing a beautiful marigold yellow to elicit emotions of joy, happiness, and premium products. We complemented this with the brand color of a scarlet red for the call to action buttons to encourage users to make a prompt action, helping conversions. The branding and colors work seamlessly with the website copy and imagery.

Deep-dive into the current state

Prior to the redesign, Fiddler’s Green had a separate product for each strength variation of their CBD Tinctures. For example, they had 3 separate products for Tinctures which included a product for 750mg, 1500mg, and 3000mg. We discovered that users found this frustrating and not intuitive. We combined any products with different strength amounts into one single product which is shown on the left. Users can then select their desired strength and flavor through the radio buttons which is much more intuitive.

User Interviews

During our strategy consultation with Fiddler’s Green, we discovered that their best selling product was their Tinctures which came in 3 different strengths. Similarly, we determined that one of Fiddler’s main value propositions is that they are able to offer triple the dose than competitors at a much lower price. We decided to combine these two aspects perfectly into a product slider on the homepage. The title reads “Triple the dose at a lower price” while users can physically switch through the various strengths and see the respective value prices in action.

Stakeholder interviews

Prior to the redesign, Fiddler’s Green had a separate product for each strength variation of their CBD Tinctures. For example, they had 3 separate products for Tinctures which included a product for 750mg, 1500mg, and 3000mg. We discovered that users found this frustrating and not intuitive. We combined any products with different strength amounts into one single product which is shown on the left. Users can then select their desired strength and flavor through the radio buttons which is much more intuitive.

Inspiration Gathering

Optimal Sport’s homepage featured an interactive slider of all its athletes, several sections dedicated to explaining its membership program, and a quickly accessible best sellers product carousel. The page is full of high-quality shots of its athletes on the playing field.

Homepage

Optimal Sport’s homepage featured an interactive slider of all its athletes, several sections dedicated to explaining its membership program, and a quickly accessible best sellers product carousel. The page is full of high-quality shots of its athletes on the playing field.

Product Page

We categorized and separated Optimal’s products by athlete due to the nature of their audience wanting to purchase merchandise specifically for their favorite athlete. The product page featured a user-friendly filter menu to sort through the products.

Pricing Page

From both an SEO and UX perspective, it was beneficial for us to create individual pages for each athlete so that sponsors or fans could learn more about the person, their achievements, stats, and accolades. This page also featured several CTA’s for users to either connect with the athlete on social media, buy merchandise, or request a video message.

Sample Kits Page

Because there are so many misconceptions about CBD and it is such a difficult industry to navigate, we added a ‘What is CBD’ page to bring more education to consumers. We used beautiful iconography and highlighted the Fiddler’s product shots in their best light. This page was designed to not only raise awareness and education about CBD products but also strategically focused on the Fiddler’s brand to help turn visitors into customers.

Sample Kits Page

Because there are so many misconceptions about CBD and it is such a difficult industry to navigate, we added a ‘What is CBD’ page to bring more education to consumers. We used beautiful iconography and highlighted the Fiddler’s product shots in their best light. This page was designed to not only raise awareness and education about CBD products but also strategically focused on the Fiddler’s brand to help turn visitors into customers.

Helping Optimal scale its digital marketing

The average person would look at the new Fiddler’s Green website as just a visually aesthetic interface. But what they don’t see is the multiple hours put towards strategy, world-class UX, and an optimized shopping experience that allows Fiddler’s Green to uniquely position itself in the marketplace like never before.

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