Jane The Brand
Jane the Brand (JTB) is a women-founded, Vancouver-based accessories company specializing in bag and shoe charms designed for self-expression, personalization, and modular styling
Product Designer
Riana Hiramatsu, Misha Shridhar, Bryce Johnson, Chloe Oh, Michelle Liang
January - April 2025
Figma, Google Analytics 4, Shopify Analytics, Gemini nano banana
A growing audience with a shrinking conversion rate:
Jan - March 2026, they attracted their highest monthly traffic, but conversion rate fell to 0.31% by March.
PROBLEM
How might we increase conversion rates while maintaining or increasing website traffic?
CHALLENGE
1.04%
OVERALL CONVERSION RATE
2.0%
TARGET CONVERSION RATE
~2X
REVENUE UPLIFT
SOLUTION
As a team, we presented a tactic that encompassed a homepage redesign, navigation bar replacement, product discovery and filtering, as well as a quick-view and quick checkout overlay. These changes are made to increase viewing time on the site, reduce clicks to check out, and increase the rate a consumer will convert to purchase a product while browsing.
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HOME PAGE REDESIGN
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NAVIGATION BAR REDESIGN
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PRODUCT FILTERING
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QUICK VIEW OVERLAY
MARKETING CAPSTONE
COMM468 Is a mandatory Marketing Capstone class for Marketing students at UBC Vancouver. In this class, students are split into teams to work with a client, and to create a marketing plan based on the data available with those clients. Within these teams, students are allowed to split and focus on different factors that may need to be improved within the business and its scope. For this, I chose to work on website improvement tactics. We can see that once the project was submitted, the instructor gave positive feedback directly on the UX redesign, as well as the client already implementing several aspects of the proposed changes.
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PROFESSOR FEEDBACK AND CLIENT IMPLEMENTATION