Ecommerce Design & Optimization

Sitelogic & Surprise Highway partnered with Schmidt's to redesign their ecommerce experience and improve conversion rate.

The Challenge

The natural deodorant brand Schmidt's had an outdated DTC ecommerce website. Both its speed and overall user experience needed enhancement. The online store needed a visual refresh as well to better reflect the brand's direction and showcase their products.

In addition, several common features that shoppers have come to expect from online retailers were missing. For example, there was no basic filtering of products, insufficient ingredient information in the product descriptions, no alternate product images, and a need to cross-promote products.

Schmidt’s ecommerce store needed a specific DTC design with the flexibility to meet user expectations.

The Solution


Google Analytics, Hotjar, Figma


Surprise Highway

The process began with a detailed review of user behaviors through analytics, heatmaps, and screen recording analysis. We then paired this with a thorough UX audit based on Baymard’s research and taxonomy planning. Our CPG ecommerce strategy moving forward was driven by this deep analysis of the old site and the industry standards for user experience.

The user’s shopping path were the pages needing the most attention. So we set out to refresh the homepage, category list page, product detail page, and bundled product page. Using our research, we created wireframes and clickable Figma prototypes. After delivering the improved visual design and user flow, our partners at Surprise Highway led development in CraftCMS, integrated with Shopify.

While Surprise Highway addressed the key performance improvements, we focused on optimizing the usability and purchase flow for the customer. The outcome was a better online shopping experience for the user and increased flexibility for Schmidt’s. We think the results below speak for themselves.


Increase in Mobile Conversion Rate
Increase in Overall Conversion Rate