NDA
Designing a premium digital experience for incontinence shoppers.
NIKE
ROLE
Solo / Lead Product Designer
SKILL
UX Design, Visual Design, Interaction Design, Branding
TIME
2025-Present
TEAM
Dave Hernandez, Chief Marketing Officer
Brooke, Marketing
Daniel, Engineer
THE INTRODUCTION
Sell incontinence products (pants, pads, guards, slips, wipes, and accessories) to support people who struggle with incontinence.
Currently, Invizi holds market in the AU, EU, and UK.
As they are preparing for their US launch, they are set to elevate their digital presence to present a more premium, trustworthy brand experience for customers. In turn, drive revenue.
HIGH LEVEL CHALLENGE
However, Invizi’s web lacks storytelling. It is detrimental to Invizi as a brand that intends to deliver a premium experience.
Customers are also going through a long buying journey to purchase.
This weak digital presence for Invizi leads to a lack of trust, outcompeted by competitors, less overall purchases made, and therefore, less revenue for the business.
BUSINESS GOAL
These were the business goals and metrics of success defined by the Invizi team to achieve with the UX improvements. They were primarily driven by the need to increase number of purchases made on site.
USER GROUP
Therefore, our primary user group focus is based on the problem space and business goals as defined by the team are users that are new to Inivizi or switching from another brand. Our current customers are already purchasing from our site. We need stronger storytelling to gain new customers and less abandonment across their purchasing journey.
With our secondary user group, we still want to keep in mind of our existing customers so we retain and do not lose to other competitors.
RESEARCH
My primary goal as a freelance designer was to design from the insights discovered from the team. The team had done research on challenges with the existing Invizi site prior that shaped the challenges we want to address. It was still important for me to understand the research done deeply so I reviewed and analyzed the key pain points. This is what I found from the team's discover:
EXPLORATIONS
To shape my design iterations, I used a set of design hypothesis for each painpoint to guide the direction (than in just using hypothesis in research).
PAINPOINT 1
The lack of storytelling and volume of copy on the homepage leaves it feeling fragmented and takes customers a long time for them to find why our products are good.
If we create more intentional storytelling to sell our products on the homepage, our brand will feel bigger, better, and more trusted.
I analyzed Invizi's existing homepage information architecture and cross compare with user's mental modal with making decisions of whether or not it drives them to opening to the Product Details Pages (PDP) where purchases and "Add to Cart" happens. This is what I realized were at fault with the existing information architecture and flow:
The existing information architecture was created without intent - low appearance of product benefits and educating more than pushing for purchasing on homepage.
I therefore, redesigned the information to the following flow below. It does the following:
Moved product benefits and customer testimonials earlier on the homepage
Details product benefits to guide new customers decision making before presenting purchasing options
Making the option to purchase more readible with ore shop CTA across each section for both new and returning customers
PAINPOINT 2
1%
of users reach the bottom of our PDPs.
25%
users on mobile do not scroll to bottom of PDP
Plus, our PDPs simply go from images > descriptions > pricing > atc > reviews. There is no brand experience under pricing that engage and build trust with users.
If we incorporate visuals that sells the USPs of the product and the benefit of buying online, we can increase engagment on PDP and overall conversion from this page.
I drew inspiration from skincase brands to shape how we might showcase Invizi's incontinence product benefits (absorbency, moisture-wicking capabilities, protective barrier, and sleek fit) because I knew skincare brands leverage diagrams often to demonstrate their product's ingredients. I explore the following designs and why I decided to not move foward with them:
Not as scalable onto mobile
Blocks product imagery
I eventually landed on this design below.
Highlights Product Photography / Video Assets Well, users interaction is easily accessible, and space for Product Certificates
PAINPOINT 3
41%
of users don’t add a product to their cart once they’ve seen a product page
<50%
will ever see the price per pack or the ATC button.
If we brings the price and ATC higher on the page, we will have more people adding to cart.
Also, if we add an “Add to Cart” sticky, it will encourage people to move to the next step of the purchase journey.
Unique Selling Position (USP) Placement on PDP
For the first set of explorations, I explored where we can repurpose the USP or benefits of the product on the PDP page. It remains on top and early on of the PDP page as it was originally, but can be repositioned elsewhere.
I eventually landed on exploration 3 because easier to consume than via text and is most apparent
Sticky Add to Cart
I then explored how we bring a Sticky Add to Cart feature into our PDP.
Hides key product information
Key product information is more visible and scalable to adding more product selections in the future
PAINPOINT 4
We have a lot of customers still buying packs than cartons.
If we upsell and can make it easy for customers to change their mind from ordering a pack to ordering a carton, we can improve the average value they purchase per transaction.
What we want instead:
Original Designs
First, I made changes to visual foundations across the quantity container that were simple changes but high impact. But, I knew I wanted to think beyond just making simple changes and push the design to break a bit more. These changes however were consistent across all the explorations made.
Let’s try to rethink beyond existing patterns
Visual imbalance
More prominent but it does not feel like a huge shift in UX impact, but can we push more?
Selection state on carton is also imbalance - it is not scalable
Discount text can not scale if text is longer
Minimizes cognitive load for users to to calculate percentage discount
The discount has more meaning to users and is more transparent than vague numbers
Is visually clear and establishes visual balance across the containers
Later, from team workshops, the overall brand strategy is to position Invizi as a specialist in Pants and their hero product. This presents an opportunity to consider how the products show up on their website.
If we position Invizi as a specialist in Pants on our homepage, we help our customers make quicker purchasing decisions.
We also have opportunities to restructure the information architecture to shorten the path to purchase journey for users.
I explored how the Pants show up on the homepage.
The lack of storytelling and volume of copy on the homepage leaves it feeling fragmented and takes customers a long time for them to find why our products are good.
Visual-heavy forward
Homepage and PDP for a more engaging, premium, and trusted brand experience
Customers do not add a product to their cart once they’ve seen a product page.
Sticky “Add to Cart” button for readily available and accessible purchase throughout entire PDP journey. Ultimately, quicker and seamless access to purchase
Customers are buying more packs than cartons which costs the customer more and leads to less margins for Invizi.
Clearer and Less Cognitive load with refined visuals of Carton Discount and Subscription Benefits when users are selecting quantity
Delivered significant subscription growth across key markets, increasing conversions by
Add Upgrade to Carton option in Shopping Checkout
Users have a longer journey to purchase because they have to open multiple PDPs and collection pages to compare absorbency and features across all product categories, leading to extra friction and anxiety about choosing the wrong product.
Shortening the path to purchasing and making it easy for users to compare absorbency between Pants by refining navigation to consolidate PDP page into one and remove Collection Pages.
I'ved applied the Invizi designs to their child brand consisting of Kids Incontinence Products for their kids user segment
REFLECTIONS
Copywriting is UX
Lean into your stakeholders as partners
Propose beyond what is offered in the brief from clients
Speed is a conversion multiplier in ecommerce
