Rad Cookie Ecommerce

Increasing online sales by 12%

Project Type

Ecommerce

My role

Product Designer

Team

  • Marketing Team
  • 3 Engineers
  • 1 Product Designer

Timeframe

2017

Preliminary wireframe for Rad Cookie website, showing a simple layout with header, navigation menu, and placeholder content blocks.

Preliminary wireframe

Early wireframe from the design phase.

Persona card for Jamal Turner, a 26-year-old graphic designer and skateboarder, featuring his bio, preferences, and a pink-themed design with a user flow diagram.

Persona

One of three personas based on user interviews.

Mobile ecommerce interface displaying three skateboard decks with colorful designs, stock status, and a 'Quick view' button for the middle item.

Rad Cookie product cards

Different states of product cards.

The situation

After years of growth in the skateboarding retail world, Rad Cookie’s ecommerce platform hit a wall. The old system was clunky, slow, and just not cutting it for users. It was time for a full makeover both for the platform and the brand.

The mission

I was tasked with redesigning the user experience and interface, teaming up with the marketing team to refresh the branding.

Usability testing revealed some major issues: users didn’t realize how much product diversity Rad Cookie offered, and they struggled to focus on new stock and styles.

ARad Cookie ecommerce homepage featuring the 'Chocolate Skateboards Windows Series' with colorful skateboard decks, a navigation bar, and a 'View collection' button.

Home page

Featured product and personalized suggestions.

The process

Since the UX problems ran deep, I decided to start from scratch—redesigning and rebuilding the platform from the ground up. I gave extra love to the homepage and navigation, ensuring everything was simple, fast, and intuitive.

During ideation, I explored multiple design concepts, but none quite hit the mark. One idea, displaying only curated products on the homepage, left users feeling like they were missing out or unable to discover new items. After countless iterations and stakeholder discussions, I finally landed on a solution everyone loved. After some unforeseen tech hurdles, the revamped store platform went live.

The new design boosted the average number of items per transaction. Users could now browse curated lists and discover new products organically. I also redesigned the shopping cart to suggest products based on purchase history, seasonality, and even upcoming holidays. It wasn’t an easy sell, as development effort was a major concern. However, I delivered a scaled-down yet effective solution that worked.

Collage of Rad Cookie app screens, including order confirmation, product search, cart with Jordan Trahan - Respect skateboard, order tracking, and lookbook images.

Miscellaneous screens

Some of the redesigned mobile screens.

Map view showing estimated time of arrival at 10:45 am today, with a delivery truck icon at Faubourg Saint Anne Park in Montreal.

Estimated time of arrival

ETA is calculated in realtime.

Reflections

The game-changer was letting users toggle between curated and filtered product modes boosting the average items per transaction. Combined with other improvements, this led to a 12% sales increase and a nice bump in customer satisfaction scores.

Prototyping and testing were my secret weapons. They helped me validate concepts early, ensuring we matched user needs and expectations. As a bonus, they gave stakeholders the confidence to fully back the redesign and allocate the resources we needed to see it through.