Love Talla's mission is to harness the connection between the people that matter most in life by creating one-of-a-kind fingerprint jewelry. However, their conversion rates were down and they felt that their website was confusing and wasn't aligning with with their brand.
I was first tasked with identifying necessary improvements with the customer ordering experience and creating a new ordering flow that eliminated confusion and friction. Love Talla is different than a typical jewelry company because it is hand-crafted keepsakes. This requires the user to upload personal documents AFTER purchasing. The current process left customers with a load of questions and confusion. Our goal was to improve the experience and decrease the amount of questions.
Secondly, I worked closely with the company's founder to develop a brand that brings her joy and aligns with her company values.
Through multiple iterations, I helped increase conversion rates for purchasing through the newly refined post-ordering process. This project consisted of analysis and research, wireframe and prototypes, responsive design, branding and design system, and user flows.
How Might We improve the fingerprint upload process to help decrease time and confusion?
I was the sole UX & UI designer for this project. I was responsible for refining the existing post-ordering flow that was causing user issues. My process consisted of crafting user journeys, rapid iterations of wireframes, and working closely with cross-functional teams.
May 2022 - June 2022
Figma, Illustrator, Photoshop, Squarespace
For this project, I collaborated with a small team of 2 software engineers, a marketing director, and stakeholder. We met frequently as a team for design critiques.
Our solution came in a few parts. To start, we separated the instructional pages into 2 tabs since there were 2 different methods to capture a fingerprint (and users do not need to read through both methods).
Within each method, we condensed all of the steps into one flowing page with one call to action button at the bottom (instead of 11). We also added in fun imagery to illustrate the text for users that are more visual learners.
We also showcased examples of final results as well as the most common mistakes that are seen to help eliminate those mistakes. Fingerprints are very delicate and the Love Talla team spends a lot of their time manually editing these fingerprints because of small common mistakes customers make when capturing them.
Lastly, we added an option to skip the tutorial pages for those that may have done this before or have read the instructions (which we now have on the website).
Since implementing this new upload process, we have found a decrease in the amount of support messages relating to the upload process. We have also noticed that customers tend to submit their fingerprints quicker than with the previous process.
Recreating the upload process was a fun learning experience for me. I was able to work alongside developers who were implementing machine learning into our product, so it was cool to see how my user flow feeds into their back-end system in analyzing fingerprints.
My biggest takeaway was how valuable customer feedback is. Learning where and why users were getting stuck helped me to improve the process and create something that was more intuitive.
Branding was also a fun avenue for me! Excited to add that to this case study soon!
