Buying for kids is a worry about money, quality and safety.
"Kids' clothes can be incredibly expensive considering how short they can actually use them. I try to find a middle ground of good price and good quality."Cassy, customer
Stuckies, Aug to Oct 2024
A sock brand parents love, on a store they didn't trust yet.
Stuckies makes anti-slip socks for kids in Stockholm. 100k pairs sold, 4.95 stars on reviews. Still, 58.7% of visitors left the Shopify store without clicking and 2.1% bought. Eight of us redesigned it for the phone. I led the team, owned the user flow and the mid-fi prototype, and ran the user tests and the client calls.
RoleTeam lead, UX/UI designer
Team8 designers, 1 client
ClientStuckies, Stockholm
Time10 weeks
ToolsFigma, FigJam, Shopify
The store in three numbers
58.7%bounce rate
2.1%conversion. Shopify calls 2.5 to 3.5% good
0.05%retention, and falling
Existing customers were loyal to the point of never buying another brand. A parent landing from an ad got none of that feeling from the site.
What 140 people told us
A survey with 129 answers, interviews with five customers and five potential buyers, and one Shopify expert. Four things came back again and again.
Search and filters didn't match how parents shop.
94% weigh price first and 91% read reviews before buying. The site had neither filters by size or age nor reviews in reach.
"The lack of filters for size, type of clothing and age made navigating harder."Hana, potential buyer
Trust was built everywhere except the site.
"I saw someone recommend Stuckies on Facebook, so I decided to try a pair. I've never bought any other socks for her since."Diana, customer
Reviews lived on a separate service. "The review part always feels a bit scammy," said one customer.
Nobody could say what made Stuckies different.
"What's the benefit of me buying it from this place versus down the street?"Harry, potential buyer
Ten weeks, eight steps
What decides a purchase, from the survey and desk research.
Who we talked to, and the four things that kept coming back.
How ideas were generated and which seven survived the canvas.
Home to order complete in five taps.
Options 2 and 4 won on ease of use.
Where ten people went first, and what we decided.
Mood board, colours and cards.
Seven sessions, two tasks, three things people said.
The user flow, redrawn from my original map. Tap a path to follow it.
Four pages, one job each
Where it ended
The client approved the design and two FAQ layouts, and we handed over a Shopify-ready file with the design system. The measures we set were conversion, bounce and retention after launch. I don't have post-launch numbers, and I'd rather say that than invent them.
What I'd do differently: we wrote the trust content first and shrank it later. Next time I'd write for a phone screen from the first draft.