Loving Tan UX Review

Task

Increase conversion without a full redesign by simplifying the user journey and making key actions more obvious.

Problem

The main issue wasn’t visual design, but interaction logic: users struggled to navigate, the product card didn’t drive action, and shade selection — a critical step — felt unnecessarily complex.

As a result, the interface slowed down decision-making.

Solution

We simplified navigation and category structure to help users reach products faster. On the product card, we strengthened the CTA, emphasized pricing, and made shade selection quick and intuitive. On the PDP, we introduced clear value cues and focused on visible results, while making the quiz and upsell a more prominent part of the journey. We also streamlined the final steps by reducing friction in the cart and popup experience.

Results

The interface became more intuitive and directional, helping users make decisions faster and move more confidently toward purchase — leading to improved conversion.