Website Audit & Redesign

EC30

Delivering superior performance through
a more intuitive experience.

We audited and redesigned EC30’s digital experience to make discovering, understanding, and shopping the brand easier, combining consumer research, competitive benchmarking, and usability testing to create a clearer, more intuitive path to purchase.

Role:
UX Designer & Researcher

Project Type:
Web · Mobile Web · E-commerce

Timeline:
6 months

The Challenge:

A strong product story, held back by the experience.

EC30 offered a differentiated approach to sustainable home and personal care, but the existing site made it difficult for consumers to understand the products, navigate the portfolio, and confidently move toward purchase.

‍Our challenge was to identify where the experience was creating friction and redesign the journey around clarity, usability, and conversion.

Understanding the Landscape:

Understanding who we were designing for.

We conducted consumer research to uncover the needs, motivations, and shopping behaviors shaping how people approached EC30 and sustainable products. Our findings helped us define two distinct consumer profiles that guided the redesign.

Looking beyond EC30.

We conducted competitive benchmarking to understand how other brands communicated sustainability, organized their portfolios, and guided consumers from education to purchase.

Evaluating the Experience:

Identifying where the experience was breaking down.

We combined a heuristic evaluation with usability testing to assess the existing site and identify the biggest points of friction across navigation, content, product discovery, and purchase. The audit helped us move from assumptions to a clear set of prioritized opportunities for the redesign.

Defining the Experience:

Turning insights into a clearer journey.

With the research and audit findings in place, we mapped the consumer journey to define how the experience could better support consumers from discovery through purchase.

Designing the Experience:

From insights to execution.

We translated our research and audit findings into a redesigned experience focused on clearer navigation, stronger product education, and a more intuitive path to purchase.

Wireframes

Building the foundation.

‍We explored the experience at low fidelity, focusing on structure, hierarchy, and key shopping flows before moving into visual design.

Design System

Creating consistency at scale.
‍
A flexible system of reusable components established a consistent visual language across the experience while supporting future growth.

Final Experience:

A clearer path from discovery to purchase.

The redesigned experience made it easier to navigate the portfolio, understand product benefits, and move confidently toward purchase.

Evaluation + Results:

Did the redesign make a measurable difference?

We evaluated the redesigned experience to understand whether consumers could navigate more easily, better understand the products, and move through the shopping journey with greater confidence.