The DUOLIFE website, now freshly redesigned, represents a significant transformation from its previous non-user-friendly platform into a modern, intuitive space that greatly enhances the shopping experience. This redesign aligns with DUOLIFE's broader brand evolution, embracing simplicity, innovation, and user-centered design principles to better serve health-conscious customers seeking natural supplements and skincare products.
User Testing
User testing for the redesigned DUOLIFE platform was carefully prepared and conducted with a strong focus on evaluating the prototype’s crucial functionalities, especially the shopping customer journey and the club member zone features.
In this process, 13 club members representing diverse levels of engagement with the website were selected as participants. This mix included new users, moderately active members, and highly engaged club participants, which provided a comprehensive understanding of usability across different user profiles. Each participant was guided through typical tasks such as browsing and purchasing products in the shop, managing their personal data, accessing financial information, and exploring their network structure within the club zone.
What went good
I am especially proud of this accomplishment because, at first, I faced resistance and lack of support for the idea of user testing. Overcoming that initial skepticism to demonstrate the value of authentic user feedback and applying it to improve the platform was a significant achievement that reinforced the importance of user-centered design and perseverance.
Preparations
Firstly I organized and conducted Lightning Decision Jam workshop brought together combined teams from Operations, IT, UI, and Analysis with the goal of preventing silos from forming early in the project. The workshop was designed as an interactive space where all disciplines could contribute simultaneously, brainstorming and aligning ideas in real time to foster a shared understanding and collective ownership. By using Figma Jam's collaborative whiteboard, the teams aimed to break down traditional barriers and enhance cross-functional communication from the start.
However, not all team members fully grasped the collaborative nature and intended process of the workshop. This partial understanding led to some communication challenges in subsequent project phases. Despite strong intentions to avoid silos, the lack of full engagement and clarity in communication resulted in some information and workflow barriers persisting, undermining the workshop's initial goals.
Lessons learnt
This experience highlights that while technique like Lightning Decision Jam empower collaboration, thoughtful facilitation and ensuring all participants are on the same page about the process are critical to truly overcoming silo effects. The story serves as a valuable lesson on the importance of not just the tools but also the culture and mindset necessary to fully break down silos in cross-functional projects. However, not all team members fully grasped the collaborative nature and intended process of the workshop. Despite my strong intentions to avoid silos, the lack of full engagement and clarity in communication resulted in some information and workflow barriers persisting, undermining the workshop's initial goals.
Defining moldboard&design requirements
During the workshop, we defined the moodboard and design requirements to guide the visual direction of the new platform. The stakeholder emphasized that the design should be elegant, clean, and simple, reflecting a professional and modern aesthetic.
We agreed on an aesthetic approach that prioritizes minimalism, balanced white space, and a subtle color palette to create a calm and refined user experience. For imagery, the use of high-quality, authentic photos was recommended—preferably with natural lighting and neutral tones—to enhance the sense of elegance without overwhelming the design. The moodboard serves as a visual reference to ensure design consistency and alignment with stakeholder expectations throughout the project.
As a result a professional photo session with models was organized to effectively highlight the quality and appeal of the products on the platform, enhancing the visual presentation and customer engagement.
Information Architecture Workshop
I conducted an Information Architecture workshop with the Marketing and Operations teams to address the need for redesigning the existing structure of a platform. The session focused on identifying navigation pain points, aligning content priorities, and mapping user journeys across key touchpoints. Through collaborative card sorting and discussion, we defined clearer content categories and improved the hierarchy to support both user and business needs. The outcomes included a proposed IA framework and actionable next steps for validation and implementation.
Final Designs
Key story elements about the redesign and shopping experience:
The new DUOLIFE platform is part of a full company transformation focused on simplification and innovation. This new chapter aims to make every interaction with the brand more seamless and enjoyable for users, from browsing products to completing purchases.
A dedicated design system was created in Figma to streamline the design process and ensure consistency across the entire platform.
Shopping has been simplified with optimizations such as streamlined combined orders, faster payment processes, and clearer terms for adding products to orders. These changes reduce friction and speed up delivery times for customers.
The website’s user interface is now more accessible and visually appealing, highlighting DUOLIFE’s high-quality, expert-formulated supplements and skincare products. These improvements reflect the brand’s commitment to health, natural ingredients, and sophisticated presentation.
DUOLIFE's new platform supports ease of use for both new and returning customers, with product information organized clearly and navigation designed to reduce complexity, supporting a faster, more confident purchase journey.
The redesign incorporates modern e-commerce best practices such as user-friendly shopping carts, quick order modifications, and transparent policies that foster trust and brand loyalty.
In summary, the redesigned DUOLIFE website marks a fresh start that significantly enhances the customer experience through simplified shopping processes, clear and engaging presentation of wellness products, and a smoother journey from product discovery to purchase. This aligns perfectly with DUOLIFE’s mission of promoting health and wellbeing with innovative, natural solutions.
The DUOLIFE website redesign is a remarkable evolution from its prior non-user-friendly platform, now offering a sleek, modern, and highly accessible experience for customers. The transformation was driven by the goal of simplifying interactions and enhancing the overall user journey, particularly the shopping experience. Customers can now enjoy a streamlined process for browsing and purchasing DUOLIFE’s innovative dietary supplements and skincare products, with a more intuitive catalog, combined order options, and faster checkout, which reduces friction and boosts satisfaction.
Ongoing validation
Leading ongoing validation efforts for the e-commerce project through continuous user testing, stakeholder feedback sessions, and data analysis to ensure alignment with business goals and user needs.
Implementing iterative improvements based on insights gathered from usability tests, analytics, and market trends to enhance platform performance and customer satisfaction.
Coordinating cross-functional collaboration to validate assumptions, prioritize features, and mitigate risks throughout the project lifecycle.
