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

Increasing qualified leads for The Lion Group by 64%

The Lion Group, an eCommerce accelerator for Fortune 500 firms and fast-growing startups, outgrew its website. We did a full revamp, including conversion-focused design, messaging, and strategy.

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

"They're able to take the vision, take your thoughts, take your ideas, and run with it."

“They helped create my vision and turned it into reality.”

The Results

64%
Increase in qualified leads
24%

Increase in average time on page 

-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.

Stakeholder 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.

User recordings and tests for qualitative feedback

Statistics and research show that animation and motion, when done correctly, can help significantly increase user engagement, comprehension, and ultimately lead to conversions. For these card designs on the left, we added animated icons to complement the copy which focused on benefits that users can receive such as better sleep, less aches and pains, etc. We noticed an increase in the scroll rate (how far people scroll down a page) and a decrease in the bounce rate from small changes like these.

Heatmap and scroll map analysis for data-driven insights

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.

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.

Low-fi Wireframes

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.

About 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.

Mobile Design

Ensuring the mobile experience was as good as the desktop for the Fiddler’s Green website was essential. As an ecommerce DTC brand, platform, the expectation is high when it comes to user experience on any device. With an abundance of graphic elements, we had to make certain everything aligns properly and the flow is uninterrupted on screens of all sizes.

Case Studies 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.

Case Studies 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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