Helping MOO move forward
MOO
Printing
UX optimisation
Introduction
The vision
Result
We helped solve multiple performance problems with MOO's new storefront, meeting KPIs and satisfying stake holders.
Reducing home bounce
Using data from the previous storefront homepage, we refined the underperforming A/B test redesign by adding prominent product links, simplifying the visual structure, and standardising product photography. These improvements boosted click-through rates and eliminated bounce issues.
Better metrics at key junctions
For the high-value business card pages, our goal was to standardise the UI conventions and mechanics used elsewhere in the new storefront. The challenge, however, was addressing a lower click-through rate compared with the previous design.
Using positive data from MOO’s recently launched notebooks pages, we adjusted the content strategy, positioning key conversion components closer to compelling product information. This approach restored performance parity between the old and new designs.
We also recommended simplifying and reordering content groupings on the business card size pages, and introducing more prominent price comparison modules to help users differentiate options and make clearer purchasing decisions.
Embracing errors
Due to technical limitations users were unable change their chosen product dimensions after starting their designs, which led to frustration, abandonment and high potential for lost revenue.
We identified that siloed, click-through–driven defaults in the size selection process often placed unaware customers in the wrong product category.
Our solution was to remove default selections while keeping the primary call-to-action active. This 'error' prompted users to choose their size consciously, improving awareness without impacting conversion rates.
Photography signposting
We proposed that photography could be further optimised to help wayfinding without sacrificing brand feel, art direction and inspiring variety of product visuals.
Faster workflow
We championed content teams utilising exiting components to build low priority pages, this freed up design resource to focus on larger challenges.
