FITBIT E-COMMERCE
Increasing Website Conversion Rates
BACKGROUND
Fitbit partnered with Code and Theory to redesign its e-commerce site, which had fallen behind industry standards and lacked the flexibility to support new product launches. The goal was to increase conversion rates, introduce personalized content, and build a scalable design system. As UX co-lead, I worked closely with stakeholders to shape a user experience that aligned with both business goals and shopper needs.
COMPANY
MY ROLE
YEAR
SKILLS
UX Contributor
Fitbit
User Research, Product Design, Stakeholder Management, Interactive Prototyping
2018 (✓ Shipped)
CHALLENGE
Users don’t have a clear purchasing path, making Fitbit fall behind their online competitors
APPROACH
Our approach began with a two-day workshop, which was a hybrid of the design sprint from the book, Sprint: How To Solve Big Problems and Test New Ideas in Just Five Days, by Jake Knapp. The goal was to better understand Fitbit’s pain points, ideate, and decide on solutions.
KEY FINDINGS
Doesn’t promote exploration: Users are overwhelmed by long pages with no clear path to products
Lacks guidance: Key features and benefits are not highlighted and don’t allow further click-through exploration.
No easy purchase: Too many steps in the purchasing funnel.
SOLUTION
We redesigned the Fitbit e-commerce experience with a flexible design system built to support product launches. The new site featured interactive animations to highlight key product features, improved upsell logic with a streamlined cart flow, and an engaging product quiz that helped users discover devices based on their needs.
IMPACT
Positioned Fitbit.com to scale
Improved product education through interactive storytelling
Strengthened upsell opportunities through smarter cart logic
Created a more personalized shopping journey with guided product discovery
Homepage: Recently Reviewed
Product Detail Page: Customizer
Mini Cart: Upsell
Executive Workshop: Solution Sketches
Homepage Wireframe
Homepage: Featured product
A combined product detail page and product information page that allows the shopper to customize their product with a clear “Add to cart” call to action
Educational content around product features, specifications, and Fitbit’s technology
Ability to bundle products on a product detail page to upsell and shoppable lookbooks to view products within lifestyle imagery
Personalization quiz to help guide the user to recommended products
Recommended products post completing quiz