Taking a new brand into the product
I shaped the new positioning with the agency and took the allu brand into the product page and checkout: 25 percentage points more visitors moved from the product page to checkout.
- Company
- Allugator, now allu
- Role
- Senior product designer
- Years
- 2023-2024
- Platform
- E-commerce
- +25 p.p.from product page to checkout
- 89PageSpeed score after the rebuild
The problem
The old brand felt amateur for a high-value service and the name no longer fit. In the product, people did not understand the subscription model, the checkout ran on old business rules and the site was slow.
Allugator became allu: a new name, a new positioning and a new identity for an electronics subscription service. Africa, the agency, created the identity. I worked on strategy and positioning and on how the brand came into the product.
Key decisions
Make the subscription obvious on the product page
The monthly price became the main price, what is included became visible, and common doubts are answered on the page itself.
Trade-offA longer product page, in exchange for fewer doubts at the moment of choice.
Rebuild the checkout on the new rules
The checkout follows the new plans and conditions, with fewer steps and the new brand applied.
Trade-offRules, not only visuals: more work with business and engineering than a visual refresh.
Start a visual guide
The rebrand produced a visual guide for the product, the first base of what later became allu’s design system.
Trade-offA guide, not yet a system: enough to launch consistently, with components still to come.
Who I worked with
Worked with Africa on positioning and identity, and with engineering on the new product page and checkout.
Results
From the product page, 25 percentage points more visitors started checkout, and the rebuilt site reached a PageSpeed score of 89.