Lazarus Naturals is a CBD brand offering high-quality, affordable products.
My Role
Senior UX/UI Designer
Timeline
July 2020 - April 2021
Tools
Sketch App, Invision, Photoshop, Illustrator, Crazy Egg, Lyssna (Usability Hub)
Industry
CBD Ecommerce
About Lazarus Naturals
Lazarus Naturals specializes in effective and affordable products by offering a Veterans' assistance program and low-income options so everyone has access to quality CBD products.
The Opportunity
Lazarus Naturals has an established e-commerce website that needs some UX Improvements to enhance the customer experience and increase conversion rates.
Goals
Decrease drop off rate on the cart page
Launch a loyalty points system for repeat customers
Provide customer product reviews
Success Metrics (Definition)
Drop off ratio of the cart page
Related products sales
Promote new and related products on product landing pages and home page
Monthly e-commerce sales
Points system adoption and retention
Business Challenges
Consumer Education
Educating consumers on CBD benefits and providing clear, transparent info was crucial due to misconceptions and varying product quality in the market.
E-Commerce Focus
With more consumers shopping online, optimizing e-commerce, managing traffic, inventory, and shipping became essential for efficient order fulfillment.
Increased Demand
The pandemic increased demand for CBD, creating opportunities but also straining production and fulfillment capacities.
Market Competition
The CBD market’s rapid growth led to more competition. Lazarus Naturals had to stand out while maintaining quality and affordability.
Brand Trust & Reputation
Building consumer trust was crucial, especially around quality and safety. Lazarus Naturals must reinforce its commitment to transparency and third-party testing.
Marketing Adaptations
Adapting marketing to changing consumer behavior during the pandemic was key, using digital and social media to reach customers effectively.
Competitor Analysis
CBD Distillery
The brand’s focus is on making CBD more accessible, without the need for a prescription, has helped it gain a strong following.
Features:
They offer a diverse selection of products including oils, gummies, soft gels, topical salves, and pet-specific tinctures
A 30% discount on subscription-based orders adds convenience and savings for regular users
CV Sciences
Known for its PlusCBD Oil product line, emphasizes quality and transparency in its offerings.
Features:
CV Sciences uses full-spectrum CBD extracts, which contain a wide array of cannabinoids, terpenes, and other beneficial compounds from the hemp plant.
The company prides itself on using eco-friendly extraction processes, such as cold-press CO2 extraction, which preserves the integrity of cannabinoids and terpenes
Information Architecture
Content Strategy
Wireframes
Task Mapping
Personas, Task Flows, and Mockups
Our Target audience is individuals dealing with stress, pain, or sleep issues, as well as those interested in natural remedies to enhance overall well-being. For the sake of personalization I decided to create three different personas who value different aspects of consumer behavior.
Brittany
“I want my rewards points.”
Below we can see that Brittany's flow involves looking at her personal favorites and her points wallet before ordering more CBD. She's a core-customer and her task flow should allow her make her next purchase as easy as possible.
Juan
“What do other people think?”
Here we can see how Juan starts at the home page, and then gravitates towards product reviews. This could be due to him being new to CBD, or just a shopper who values customer testimonials over flashy marketing imagery.
Laura
“What other products are helpful?”
This task flow demonstrates how Laura remains in the one-product category and isn't really interested in the full catalog of CBD products. She's averse to experimenting with products that could potentially stray from her specific needs so she gravitates towards products closely related to her preferred product category.
Design System
A/B Testing
In Google Analytics we where noticing that there’s a high drop off rate on the checkout page. This is fairly common in e-commerce, but we wanted to test a different page design to see if we could lower the drop off rate and increase conversion rate.
Test
A live A/B test where we deployed two variants of the checkout page.
Option A: had the “continue as a guest” button on the page.
Option B: didn’t have the “continue as a guest” button on the page.
Findings
Option A: had higher percentage of completed purchases.
Option B: had lower percentage of completed purchases and a higher percentage of drop off which lead to items being left in the cart.
Solution
Based on the statistical significance of the test results we where able to confidently deploy the Option A. This resulted in accelerated conversion rate optimization within the next quarter.
High Fidelity Mockups
Home Page
Previously the home page didn’t have a way for users to get an idea of what products are popular with customers so I created the top sellers component that we could put onto the home page and other pages.
All Products Page
Product Details Page
About Page
Cart Page
One of our goals was to reduce drop off rates on the card page. Previously this page design forced the user to either log in or create an account to place an order. We simply brought the continue as guest option into the page and immediately started seeing higher conversion rates.
Checkout Page
Order Confirmation Page
Loyalty Rewards
Conclusion
8%
Conversion rate increase
11%
Decrease in drop off rate on cart page.
37%
Increase in sales of recommended products component.
2,000+
Repeat customers signed up for loyalty rewards points.
Data points above captured from Q4 2020 to Q1 2021.
Live A/B testing proved to be an crucial part of the design process that helped us validate assumptions and make confident business decisions on the web. Once the checkout as guest feature was enabled on the website we saw a significant increase in purchases and decrease in cart drop off.