Jivada- Nurturing your beauty with nature's purity
Ayurvedic e-commerce platform
Overview
Jivada is a wellness e-commerce startup offering high-quality organic products. The business needed a fast, mobile-first platform that could build trust, convert new users, and scale with product growth.
The aim of this project was to solve the problem of e-commerce experience. Building trust as a new entrant in a competitive market focused on user clarity, brand storytelling, and checkout efficiency through this website.
Role & Duration
- Role: Lead Product Designer
- Duration: 2 months
- Design Tools: Figma, Adobe XD, Adobe Photoshop, Adobe Illustrator
- Team: Myself, Product Manager -1 , Developer - 2
- Usability Testing Tools: Hotjar, Google Analytics, UserTesting
- Collaboration Tools: Slack, Jira
The Challenge
Jivada was entering a competitive wellness market with an outdated digital presence. They needed a complete UX overhaul to boost trust, improve product discoverability, and drive conversions, particularly on mobile devices.
Users found it difficult to navigate product categories, and the use of Sanskrit-heavy naming conventions caused confusion. Consequently, mobile conversions were low, and bounce rates were high.
- Brand Establishment: Building trust as a new entrant in a competitive market.
- User Experience: Ensuring intuitive navigation across a diverse product range.
- Mobile Optimization: Creating a responsive experience for today’s mobile-first users.
- Conversion Optimization: Streamlining the checkout process to reduce cart abandonment.
User Research
I conducted research on our target users, focusing on their needs and pain points related to online shopping for organic products. I analyzed five competitors in the Ayurvedic e-commerce space and conducted interviews with six Ayurvedic users aged 25 to 40.
Key Questions Explored:
- Why do users prefer buying makeup products online instead of in physical stores?
- What are the primary tasks or goals users have when using the application? (e.g., browsing products, making purchases, tracking orders)
Insights
By deeply engaging with users through interviews and contextual research, I uncovered patterns that guided key design decisions—ensuring the experience met both user needs and business outcomes.
User Behavior
- Mobile users accounted for 75% of sessions—yet had the highest abandonment rates
- Users relied heavily on category navigation and trust signals before purchase
Design Opportunities
- Streamlining the mobile checkout flow was critical to reduce drop-offs
- Visual storytelling and USP positioning increased product trust
Business Impact
- Redesigned flows led to a 100% increase in conversion rates
- SEO-optimized product architecture helped index new SKUs within weeks
User Profiles
Through interviews, contextual inquiries, and surveys with over 25 participants, I identified two distinct but overlapping user needs. These were combined into a single composite persona:
Combined User Persona – Sarah & Alex
Background: Sarah is a 28-year-old fashion blogger passionate about ethical beauty, while Alex is a 34-year-old lawyer with a demanding schedule. Both value authenticity, convenience, and effectiveness in skincare products.
Goals:
- Discover high-quality, trustworthy skincare and beauty products.
- Streamline product discovery with personalized recommendations.
- Maintain self-care routines despite busy lifestyles.
- Share or enjoy the experience through social or personal satisfaction.
Pain Points:
- Overwhelmed by excessive choices with little guidance.
- Limited time for research or detailed comparison shopping.
- Distrust in product authenticity and payment safety.
- Lack of tailored shopping experiences based on preferences.
Conceptualization
The research clearly identified differing user behaviors and expectations. I established two primary user profiles that represent distinct goals and workflows, which empowered us to customize the experience based on real usage patterns.
Streamlined Checkout Flow
We simplified the navigation with clear categories: Ailments, Ingredients, Popular, and Bundles. Introduced guided filters and a frictionless single page checkout flow.
- Interviewed target users to uncover their motivations, pain points, and expectations when shopping for organic wellness products.
- Performed competitive analysis to identify market gaps.
- Developed user personas to guide design decisions.
Visual Design
- Developed a clean, modern UI with a nature-inspired color palette.
- Ensured brand consistency across all design elements.
- Implemented responsive design principles for optimal performance on all devices.
The visual system uses earthy tones, clean layouts, and readable typography with Ayurvedic character. Design was built for responsiveness across all screen sizes.
Prototyping & Testing
- Built interactive prototypes to simulate user interactions.
- Conducted usability testing sessions to gather feedback and iterate on designs.
Handoff & Launch
- Collaborated with developers to ensure accurate implementation.
- Monitored post-launch analytics to identify areas for improvement.
Results & Impact
+38%
Conversion Rate Increase
−46%
Cart-page Drop-offs Reduced
+61%
Personalized Product Clicks
+4.6★
Avg. User Satisfaction Score
Key Takeaways
- Strategic Design: Aligning design decisions with business objectives leads to measurable success.
- User-Centered Approach: Prioritizing user needs enhances engagement and satisfaction.
- Collaboration: Cross-functional teamwork ensures cohesive and effective solutions.
Reflection
Designing for Jivada taught me that ethical eCommerce doesn’t have to be complicated—users simply need clarity, trust, and relevance. By humanizing the experience, we helped busy professionals and conscious shoppers alike feel more connected to their choices.