Increasing sales by improving product presentation and trust signals

Lomi is a Swedish natural pet care brand for pets, selling 10 products in 100+ stores worldwide.

This project focused on increasing sales on Lomi's own website.

User Research · E-commerce UX · Conversion Optimization · Trust & Decision-Making · Data-Informed Design

Overview

Objective

Improving product presentation and trust signals on Lomi's website to help users make confident purchase decisions and increase online sales across the EU.

My Role

UX & UI Designer
User Research
Usability Testing Behavioral Analysis
Data-Informed Design

Tools

Figma, Hotjar, Session replay, Interview, Useability test

Duration

• 4 weeks
• Winter 2025

Project in a glance

Challenges:

First-time users lacked confidence to buy:
Most traffic came from new visitors, increasing hesitation and drop-off.
Unclear trust and value signals:
Reviews and credibility cues were present but not noticeable or engaging.
Bundle-heavy layout increased friction:
Business focus on bundles added visual complexity and slowed decision-making.
No clear pain point in the brief:
UX research was needed to uncover hidden friction and trust gaps.

Solutions:

Reprioritized product page content:
Surfaced core benefits, ingredients, and social proof early to support first-time users.
Strengthened trust signals:
Improved review visibility to make credibility obvious and actionable.
Simplified bundle presentation:
Reduced visual noise to support faster comparison and clearer choices.
Placed key decision cues near Add to Cart:
Highlighted free shipping and reassurance points to reduce cognitive load and increase confidence.

Process

Discovery & Assumption Mapping

•Competitor Analysis
•Founders Interview
•UX audit test

Hypothesis & Research Planning

•Test hypothesis with survey
•Interview with pet owners
•5 second test

User Interviews, Synthesis & Insights

•Session replay analysis
•Heat map Analysis
•User journey mapping

Ideation & Prototyping

•Test hypothesis with survey
•UI design
•Present

Case Study

Discovery

I began by understanding the product, business goals, and current website performance.
Since most traffic came from first-time users, my initial assumption was that stronger trust signals would increase sales.

Initial Hypothesis

How might we present products so that user trusts the products and brand?

Method:

· Desk research (similar pet e-commerce brands)
· Heuristic evaluation (Nielsen & Norman principles)
· Founder interviews

Key Insights:

· Bundle selling was a key business goal
· Ingredients were an important trust signal for users
· The product page showed potential UX issues: text-heavy descriptions and not enough informative reviews.

What if trust wasn't missing—but not clearly communicated?

I decided to focus on the product page as the main decision-making surface.

Behavioral Research & Insights:

To understand how users actually interact with the product page, I studied user behavior through the interaction with the website.

Method:

· 5-second test (early directional input)
· Heatmaps, scroll depth, click maps, attention maps
· 30 session replays analysis
· As-is user journey mapping

Key Insights:

· Bundle CTAs received the highest clicks
· Bundle section had -20 seconds of attention time, could be a confusion rather than healthy engagement
· Page exit rate was -53%
· Reviews had almost no interaction

Product Page Heat map analysis:

Scroll depth heatmap showing good scroll depth and exit rate — Good Scroll depth / Exit rate: 53.4%

Session replay analysis and User journey mapping:

After analyzing 30 session replays, I mapped recurring user behaviors into an AS-IS user journey map to understand real-life interactions, identify friction points, and see how users overcome obstacles to reach their goals.

AS-IS user journey map from session replay analysis

Key Insights:

· Users scanned images, skipped descriptions and reviews, and searched for price.
· They interacted heavily with bundles, comparing prices and doing mental calculations.
· After adding to cart, users noticed the free shipping threshold and returned to the product page to adjust their choice.

At this stage I came up with two questions:

What if bundle purchasing is not a new users' behavior?

Is the free shipping offer can affects users' decision?

Survey to test users' behavior in their first time purchase

Survey result charts — 30 responses — Survey Result Chart — 30 Responses

Key Insights:

· Most of the new users were unlikely to buy bundles on their first purchase.
· Free shipping significantly increased willingness to buy bundles in their first purchase.
· Trust signals were more important than discounts for users.

Design Direction

These insights led to clear design decisions:

Design Principles:

·Keep bundles, but reduce their visual dominance
·Improve trust signals, especially review presentation and product ingredients.
·Surface free shipping near key decision points (Add to Cart)

Design Result

Before and after comparison of the product page UI

The final UI focused on:

·Clear information hierarchy
·Less distracting bundle presentation
·More visible and informative reviews
·Short and scannable product description
·Surface free shipping near key decision points (Add to Cart)

Bundle presentation redesign:

·Presenting the bundles by drop down menu.
·Helps us display bundles without distracting users from key information on the page.
·Emphasize the special discounts with red color.