Re Co

Role: Product & UX/UI Designer
Duration: 4 weeks
Platform: Web + Mobile responsive
Tools: Figma · FigJam · Miro · Adobe Photoshop · Adobe Lightroom

Overview

ReCo is an eco-conscious cleaning brand offering a plastic-free, hyperlocal refill service in Sydney. Despite a loyal customer base, the website struggled to convert visitors into buyers. My team and I were engaged to redesign ReCo’s desktop experience to improve usability, communicate its refill model more clearly, and increase conversion rates.

Key Contributions

  • Led user research (50+ surveys & interviews) to identify motivations, pain points, and barriers to sustainable purchasing.

  • Conducted usability testing on ReCo’s existing site to pinpoint friction areas (unclear CTAs, confusing refill process, poor information hierarchy).

  • Proposed and designed an interactive annotated product slider, combining education and engagement to highlight cost-effectiveness and sustainability.

  • Defined information architecture, content hierarchy, and design strategy to guide users from awareness to purchase.

  • Delivered hi-fi prototypes and facilitated multiple rounds of testing, achieving 100% task completion in final usability tests.

Challenges

Translating ReCo’s unique refill system into a clear, intuitive e-commerce flow.

  • Balancing sustainability messaging with user needs for price clarity and performance reassurance.

  • Managing complex stakeholder expectations and aligning design solutions with both brand storytelling and conversion goals.

Outcomes

  • The redesigned website simplified navigation, clarified product information, and visually communicated ReCo’s refill process.

  • Final usability tests showed improved comprehension and navigation success, while proposed KPIs included reduced bounce rate and higher product page engagement.

  • Future recommendations included A/B testing benefit copy, expanding the product range, and enhancing visual storytelling through photography.

Re Co website redesign