E-commerce UX, lifecycle, and conversion system

Context: Thirty-One Gifts needed to modernize its digital experience to better support both customers and independent consultants while improving engagement and conversion.

Over time, key touchpoints—including the homepage, product browsing, consultant onboarding, and email communications—had become fragmented, creating friction across the customer and consultant journey.

My Role: I served as Senior UX/UI Consultant, partnering with marketing, development, and creative leadership to improve clarity, consistency, and performance across high-impact digital touchpoints.

Approach: The work focused on creating a more connected and intuitive system across the customer lifecycle, including the homepage, collection pages, consultant join experience, and lifecycle emails.

Key priorities included simplifying navigation and messaging, aligning the experience with evolving brand direction, and ensuring consistency across both B2C customer and B2B consultant journeys.

Special attention was given to the dual-audience model, ensuring the experience effectively served both B2C customers and B2B consultants.

Outcome: The redesigned experience delivered measurable business impact:

• 20% increase in online sales year-over-year

• Improved clarity across key conversion paths

• Stronger consistency in brand expression across digital touchpoints

• Better alignment between marketing, design, and development teams
  
  (Images coming soon)