Case Study
Product Showcase
Summary: Canadian startup
Sellametrics - Canadian startup that helps Amazon businesses grow and sell more products by providing them with different types of surveys that help them better understand shoppers and make really smart decisions.
Role:
UX/UI designer
View
Redesign website
Product Overview
Main task: redesign a website for a split testing startup with information about the product, because the current site has only one block without any information at all. My task was to define a unique value of the product , the industry and competitors and create a design that would describe all the advantages of using A/B testing.
After analyzing the competitors and the target audience, I made a website design in accordance with the wishes of the client. Focusing on information about the product, and its benefits and what areas of business it will be useful.
Role
UX/UI designer
Tools
Figma
Photoshop
Adobe Illustrator
After Effects
Project Duration
Date Start: 1st Oct 2022 - 31th Oct 2023
Total Duration: 1 year and 1 month
Team
Duties
Founder
Provided vision, leadership, and strategic direction throughout the project.
Designer
Researched users, designed the interface, planned UX patterns, and managed the development process to ensure a smooth experience.
Frontend Developer
Built the interface, made sure everything looked great on all devices, and displayed test results with real-time charts.
Backend Developer
Developed the system that stored data, connected AI insights, and ensured charts and reports worked correctly.
Challenges
Problems Statement
Challenge/Problem Overview
The original website for the A/B testing startup lacked clarity, structure, and responsiveness. It failed to communicate the product's value, making it hard for users to understand its purpose and benefits. Poor navigation, inconsistent design, and minimal engagement caused users to leave the site quickly. The lack of mobile responsiveness further reduced the reach and conversion potential. There was a clear need to redesign the platform to better showcase the product and meet user expectations.
Goals
Communicate the product’s value clearly
Redesign with user experience in mind
Present the benefits of A/B testing in a concise and engaging way
Include interactive elements and visuals to retain attention
Create a responsive design
Add a blog section to share product updates, industry insights, and educational content
Design Process
Steps
Approach
Before beginning the design process, I did some work to help me understand what design decisions would be most successful for this project. This work was divided into several stages, each of which required a lot of attention to detail and effort
Briefing
We had a call with the customer and discussed in detail the project. During this discussion, we went over every little detail, figuring out what the website needs to achieve and the problems it should be able to solve
Research
This step was key in figuring out what makes the customer's business stand out from competitors and how to showcase that on the website. I identified the best design choices and decided what information should be presented on the site
Wireframing
At this stage a site map was created, i.e. which pages will be on the site. Then a prototype of each page was made, showing the necessary blocks of information in black and white color, it needs to understand the content part of the site
Design concept
I made a few different designs for the initial sections to find a shared vision for the site with the customer. Through our collaborative efforts, we reached a consensus on a design that satisfied both sides
Launch and Test
Once the design was finalized, the site was developed and launched. I conducted thorough testing to ensure everything worked as expected—checking for bugs, broken links, and responsiveness across devices. Feedback was gathered from users, and any necessary final tweaks were implemented to ensure a smooth experience.
Research step
UX Research
Competitive analysis
After analyzing the competitors and the target audience, I made a website design in accordance with the wishes of the client. Focusing on information about the product, and its benefits and what areas of business it will be useful.
Wireframing
User flow
Structure and user flow
Before starting the wireframing, I mapped out the user flow to understand how visitors would navigate the site. This helped define the key actions users should take and ensured a smooth experience. Based on this flow, I determined how many pages the website would need and what purpose each page would serve. With this structure in place, I began wireframing each page to visualize the layout and content.
Design
Main Page
UI design
The bright colors grab attention and make feel users happy, just like Sellametrics brand does. I put all the info in neat sections, so users can easily find out about what brand offer, the products, and how Sellametrics can help you. When you first visit, you'll see a simple picture that shows what the business is all about – it's like an invitation to learn more. Getting around is really simple too, with easy menus and buttons that help to find what you need. This website isn't just a regular one – it's a cool way to see what the brand is all about and explore how it can make things better for clients.
Design
Pricing Calculator/Page
UI design
I create interactive pricing calculator that lets users explore different options and see instant cost estimates for various services. Simply select preferences, and the calculator dynamically adjusts to display accurate prices, offering full transparency. No surprises, just clear, real-time pricing information at your fingertips. Its easy and enjoyable for users to know all the prices.
Design
Contact Page
UI design
Contact Page I create very simple and easy to understand. Just to help users quickly find the information
Design
Blog Page
UI design
The Blog section was created to help users become better at selling on Amazon. I designed it to be very easy to use. On the right side, you can always find categories or call to action buttons to help users find what they need. All the important information is right in front of you, so users won't miss a thing.
Redesign website
Conclusion
Redesigning a website to clearly communicate the value of A/B testing
The main goal of this project was to redesign a website for a split testing startup that previously had almost no product information. My task was to define the product’s unique value, research the A/B testing industry and its competitors, and create a clear, engaging design that highlights its advantages. I focused on structuring content to explain the product’s benefits and make it easy to understand for new users. The result is a modern, informative website that builds trust and interest. This project reflects my ability to turn vague briefs into clear, strategic design solutions.
