As part of the Experimentation Module in the Hyper Island UX Designer Upskill Program, I embarked on an 8-week project to improve the e-commerce experience for LOMI, a Swedish pet care brand. LOMI focuses on sustainable, natural products, but its online sales in Sweden lagged behind international markets. My goal was to identify ways to optimize their Shopify-based website to drive conversions and strengthen consumer trust.
This project followed an experimentation process, combining hypothesis-driven design and iterative testing to identify and validate user-centered solutions. By conducting a series of targeted experiments, I explored ways to enhance trust, improve layout, and increase conversions, using insights gathered at each step to inform design decisions.
LOMI’s target customers, style-conscious, sustainability-driven pet owners, needed a shopping experience that felt clear, trustworthy, and aligned with their values. My key research question was, “How might we create a trusted, safe, and sustainable experience for pets and their owners?”
To address LOMI’s e-commerce challenges, I combined user research and iterative experimentation to gain insights into user preferences. By developing a persona and running A/B tests, I tailored the design approach to meet the needs of sustainability-conscious pet owners.
I crafted a persona, "Anna," to represent LOMI’s target user, using insights provided by the founders. This guided design decisions toward a user-centric experience. And made the project more clear for myself.
I conducted multiple experiments to test hypotheses about user needs, focusing on layout adjustments, visibility of critical content, and accessibility of product details.
User feedback highlighted essential improvements for building trust and streamlining navigation. Users expressed a strong desire for ingredient transparency, intuitive layout, and verified product certifications to ensure product safety and sustainability.
The experimentation process revealed specific ways to enhance trust, usability, and transparency on LOMI’s website, closely aligned with the needs of LOMI’s audience.
My findings showed that users want clear, accessible product information, especially around ingredients and sustainability claims.
Adjusting the landing page layout, moving the shop section higher, and making the "Order" button visible at all times were all changes designed to make the shopping experience smoother and more intuitive.
Additionally, I recommended adding detailed ingredient lists for each product to strengthen transparency, which users saw as essential for trusting the brand.
Finally, exploring product certifications like Eco-label or Svanen could further reinforce the brand’s commitment to sustainability and safety, appealing directly to the values of LOMI’s customers
With the findings in place, there’s a clear path forward to apply these changes and further improve the site experience.
The first priority is to add complete ingredient lists for each product, making it easier for customers to understand exactly what they’re buying.
Revisiting the landing page layout is another key step, simplifying the structure and reducing clutter to create a more intuitive, visually appealing page.
Adding a FAQ section and user reviews would also make the website feel more trustworthy by giving users answers to common questions and real-life feedback from other customers.
To make sure these changes truly work for LOMI’s audience, the next steps also include user testing on the new layout and checking for accessibility standards (WCAG) so the site is easy to use for everyone.
With these updates, LOMI can build a stronger, trust-focused online experience for their customers in Sweden.
This project provided valuable insights into the challenges and rewards of user-centered experimentation on a live website, highlighting key takeaways to apply in future work.
Working with LOMI’s website underscored the importance of balancing user needs with practical constraints. One of the main challenges was experimenting with a live site without full access to analytics, which limited the ability to fully monitor user behavior and engagement. Looking back, I realized the value of proactively requesting more data from stakeholders to deepen insights and strengthen findings.
Additionally, designing survey questions that are both clear and unbiased became a key learning point. While the surveys were helpful, I noticed that a few questions could have been less leading, which would have added depth and neutrality to the responses. I also found that additional interviews and user testing on my prototype wireframes could have provided richer feedback on layout changes.
Lastly, this project reinforced how crucial it is to stay flexible in the UX role, especially when working with real-time site issues. This experience taught me the importance of adapting to unexpected limitations while still finding creative ways to center user needs and build trust in the design.
"Thanks for the great work! Your ideas on making ingredient lists clearer, improving the layout, and adding certifications are exactly what we need. We also really appreciate your focus on accessibility and user testing – it gives us a clear direction moving forward. Great job!"
Co-Founder at LOMI Pet Care
