Graduation Project - Stoov
Overview​: As part of my graduation project, I completed a full-time UX internship at Stoov, a B-Corp specializing in sustainable heated comfort products. I was embedded in their e-commerce team, where I worked on enhancing user experience and conversion rates across their Shopify-based webshops, with a focus on the Australian and European markets.​
Problem Statement
The Challenge
Users are struggling to navigate and interact with Stoov's e-commerce platform due to confusing product information, inconsistent navigation,
accessibility issues, and content overload, which leads to frustration, decreased engagement, and it hinders the conversion process.​
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Design Objective
The primary objective is to enhance Stoov’s e-commerce UX while supporting business growth. Key focus areas include:
1. Improving Usability & Clarity: Streamlining product pages and navigation to reduce bounce rates.
2. Boosting Conversions: Leveraging A/B testing (via Kameleoon) and heatmaps (Clarity) to refine CTAs and layouts.
3. Improving aesthetic side of UI elements on websites while addressing pain points of Stoov’s target group of costumers
4. Technical SEO & Performance: Optimizing site speed (RumVision)
Research Process
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UX Audit & Prioritization:Conducted a full heuristic audit of Stoov’s Australian webshop using tools like Microsoft Clarity, GA4, and Lighthouse. Identified critical usability and accessibility issues affecting conversion, and proposed solutions prioritized by business impact and implementation feasibility.
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User Research: Led user interviews with Dutch and German participants. Synthesized insights into empathy maps and personas, uncovering key issues around product differentiation, navigation, and mobile UX.
