Client
Duration
Redesigning a medical e-commerce platform to improve trust, simplify the purchase journey, and increase conversion for home UV therapy devices.
About the project
UV Treat provides professional UV therapy devices for treating chronic skin conditions such as psoriasis, vitiligo, eczema, and acne at home. Despite strong traffic, the website struggled to convert visitors into customers due to poor usability, low trust, and a complicated purchasing journey.
The project focused on redesigning the complete customer experience—from product discovery to checkout. Research revealed that visitors struggled to compare devices, understand treatment options, and trust the platform enough to complete a purchase. We redesigned the information architecture, simplified navigation, improved mobile usability, and introduced clearer educational content, certifications, reviews, and stronger conversion-focused layouts. The result was a significantly more trustworthy experience that reduced friction throughout the buying process.
Challanges
The biggest challenge was balancing medical credibility with a simple shopping experience. Users needed enough clinical information to trust the products without feeling overwhelmed by complex medical content.
Research identified several major usability issues. Product information lacked structure and failed to explain the differences between devices. Clinical evidence, certifications, shipping information, and customer reviews were difficult to find, reducing user confidence. Mobile navigation created unnecessary friction, while the checkout process required too many steps and lengthy forms. The redesign focused on reducing cognitive load, improving content hierarchy, shortening user flows, and building trust at every stage of the purchasing process.
Summary
The redesign delivered measurable improvements across both business and user experience metrics.
Following the redesign, purchase conversion increased by 18%, cart abandonment decreased by 12%, and average session duration improved by 15%. The updated information architecture, simplified checkout flow, and stronger trust-building elements created a smoother purchasing experience while supporting future product expansion and long-term business growth.
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