LifeStraw needed a clearer, higher-converting website experience that supported both direct-to-consumer sales and retail demand. My work focused on improving paths to product information, helping customers select the right product for their needs, and strengthening the customer service experience—while addressing common product concerns and prioritizing sales leads.
The mandate was practical: grow retail sales, optimize the customer experience, build lifetime value, and improve brand positioning. We approached this as a UX + conversion problem—starting with research and stakeholder alignment, then translating findings into a prioritized strategy for checkout, product pages, content architecture, and support.
I led discovery to understand where customers were getting stuck: how they evaluated products, what concerns blocked purchase, and where the site failed to answer “which one do I need?” The research foundation made it possible to prioritize the right fixes without guessing.
The site needed clearer paths to product details, comparisons, and “problem solved” messaging. I defined a human-centered content approach—organizing information around use cases and decision criteria, not internal product taxonomy.
LifeStraw’s purchase decision is trust-heavy (safety, filtration, reliability). The strategy emphasized conversion best practices without sacrificing credibility: better product pages, stronger proof (reviews/quotes), fewer clicks to checkout, and improved support pathways.
The deliverable was a strategy and recommendation set to grow revenue while improving customer experience—focused on checkout friction, product page clarity, better comparisons, store locator improvements, and support pathways. The goal was to make it easier for customers to understand what each product solves, choose confidently, and complete purchase with less effort.
This work prioritized decision clarity, conversion fundamentals, and a supportable content system—so the site could scale across products, campaigns, and retail moments without constant redesign.
Reduced ambiguity by restructuring how customers find product information, comparisons, and next steps—aligning the experience to how people actually shop (needs → options → proof → purchase).
Consolidated stakeholder input, SWOT themes, market analysis, and audience definition into a practical recommendation set for checkout, product pages, content architecture, retail locator, and support.
This case study focuses on UX research and strategy. Visuals and artifacts shown are representative of the process and outputs. Some details are summarized for brevity.