Canopy Humidifiers

Project Details ↘

CHALLENGE

Conversion Rate & Site Speed

We worked closely with Canopy's Product Development firm DorisDev with the specific goal to improve Canopy's conversion rate and site speed as the primary performance targets. DorisDev had provided us with a revamped Brand Styleguide to build the new site.

Canopy also wanted highly customized and bespoke shopping user experience that allowed customers to select from different bundle and subscription offerings that mix-and-match various filters and aromas.

The greatest challenge however was time. We had less than 2 months to develop an entirely rebranded website before the Thanksgivings weekend to capitalize on Black Friday and Cyber Monday sales.

OUR APPROACH

Rapid Sitemap + Prototype

With a limited timeline, we had to get the ball rolling as fast as we could. We created a rough user journey, task flow, and sitemap to inform our design decisions and began to create multiple iterations of site, page by page. We focused the majority of our attention on the Product display page, being the most critical and bespoke page on the site.

EARLY OBSTACLES

Project Header

We began working through the iterations and met with the DorisDev team to refine and discard the multitudes of ideas and experiments we presented. I worked entirely within Figma to present, collaborate, and adjust on the fly during presentations. A lot of stand up meetings turned into full creative workshops as we bounce and try ideas on the fly.

THE RESULTS

3X Growth in Major Performance Indexes

Comparing the period of January to May of 2021 to 2022, Canopy saw 3X in growth across site sessions, add to cart, checkout reach, sessions converted and conversion rates. From the same period of the first five months of 2021 to 2022, Canopy also saw triple in web sales and revenue after our web redesign.