LOOP

Introducing A New Commerce Model

Role: Lead Product Designer

Scope: Product Strategy, UX Research, End-to-End Experience Design, Conversion Optimization, Brand Direction

As Lead Product Designer, I reimagined key parts of LOOP's e-commerce experience, combining immersive brand storytelling with more intuitive product discovery. From interactive shoppable imagery to redesigned navigation and product detail pages, the work focused on helping customers move naturally from inspiration to product exploration and conversion.

IMPACT:

• Product Discovery: Increased product views among new customers by 27%

• Conversion: Improved micro-step conversion by 13%

• Customer Experience: Simplified the journey from product exploration through membership enrollment

• Brand Experience: Led a brand refresh to better align the digital experience with the company's mission

EXECUTIVE SUMMARY

LOOP is a baby gear rental platform that helps families access high-quality products without the cost, clutter, or waste of ownership. Unlike traditional e-commerce, LOOP introduced a membership-based rental model that required customers to rethink how they shopped for baby gear. Beyond improving product discovery and navigation, the experience needed to educate shoppers, anticipate questions, and build trust in an unfamiliar way of shopping.

As Lead Product Designer, I partnered directly with Product and Engineering leadership to improve the end-to-end shopping experience. I led research, customer journey mapping, and UX/UI design across homepage discovery, navigation, catalog browsing, and product detail pages. Through iterative design and usability testing, we created a more intuitive experience that connected brand storytelling with product discovery, clarified the value of membership, and helped customers make more confident decisions.

These improvements increased homepage-to-product-detail views by 27% and improved PDP-to-cart micro-step conversion by 13%.

THE CHALLENGE

INTRODUCING A NEW COMMERCE MODEL

LOOP was introducing a new way for families to shop for baby gear, replacing traditional ownership with a membership-based rental model. Unlike a conventional e-commerce experience, customers needed to understand not only the products themselves, but also how renting worked, what membership included, and whether the service offered better value than purchasing outright.

BUILDING TRUST & REDUCING UNCERTAINTY

Building trust was essential. Shoppers had questions about product condition, safety, sanitation, delivery, returns, and membership commitments. The experience needed to anticipate these concerns and provide reassurance throughout the customer journey without overwhelming shoppers with information.

At the same time, the existing navigation made product discovery difficult, while lengthy product detail pages buried important information. These challenges were particularly noticeable on mobile.

The opportunity was to rethink the shopping experience around this unfamiliar business model—making it easier for customers to discover products, understand the value of membership, and feel confident adding items to their cart.

RESEARCH & INSIGHTS

I began by evaluating LOOP's existing shopping experience across desktop and mobile, reviewing user testing findings, navigation patterns, and behavioral data. I also conducted a competitive audit of commerce experiences to understand how other retailers approached large assortments, product discovery, and purchase decisions.

Three findings helped shape the direction of the redesign.

See appendix for summaries on user testing, heat map analysis, and competitive audit.

Customers needed more ways to discover products.

The existing navigation relied heavily on product categories, but customers approached shopping with different needs. Some searched by age or developmental stage, while others browsed by brand, recommendation, or specific product.

Product pages needed to build confidence earlier.

User testing revealed questions around product condition, safety, rental value, and membership expectations. Heatmap and scroll data also showed that customers concentrated their attention near the top of lengthy product pages, while important supporting information appeared further down.

Mobile required a more focused experience.

Long navigation menus and content-heavy product pages introduced additional friction on smaller screens. Simplifying the hierarchy and surfacing important information earlier became central to the redesign.

FIELD RESEARCH: BEYOND THE DIGITAL EXPERIENCE

To better understand the full member experience, I spent a week at LOOP's New York headquarters, accompanying delivery drivers on routes throughout the city and surrounding suburbs. I joined them for deliveries and pickups, visited members in their homes, and spoke directly with customers about their experiences with the service.

This gave me a firsthand understanding of the customer journey beyond the digital product. Delivery drivers were often the face of LOOP, answering questions, addressing concerns, and gathering feedback from members. Spending time alongside them helped me better understand both the customer experience and the operational challenges faced by the teams delivering the service.

These observations gave me a broader perspective on the product ecosystem and helped inform design decisions that considered both the needs of LOOP's members and the people supporting them.

DESIGN STRATEGY

The research led to a simple design strategy: create clearer paths into the catalog, then make the product page work harder once customers arrived.

I focused on reorganizing the catalog around how parents naturally shop, simplifying navigation across desktop and mobile, and bringing key product and rental information closer to the add-to-cart decision. The goal wasn't to introduce more functionality. It was to make the existing experience easier to navigate, understand, and use.

I FOCUSED THE REDESIGN AROUND THREE PRINCIPLES:

Support multiple shopping mindsets
Parents needed to browse by age, product category, developmental need, recommendation, or brand.

Move decision-support content closer to intent
Important product details, rental context, and trust-building content needed to appear earlier in the decision journey.

Design for responsive conversion
The experience needed to stay clear across desktop and mobile, where long menus and long PDPs could quickly become overwhelming.

THE REDESIGN

SHOPPABLE BRAND EXPERIENCES

LOOP had a strong visual identity and a library of compelling lifestyle photography that captured its products in real family environments. I saw an opportunity to make these brand assets work harder by connecting inspiration directly to product discovery.

I introduced shoppable imagery throughout the shopping experience, allowing customers to explore and access products directly from lifestyle photography through interactive product tags.

This created a more natural connection between browsing and shopping, turning traditionally static brand content into an interactive discovery experience while preserving the visual storytelling that made LOOP distinctive.

THE REDESIGN CONTINUED

TAXONOMY (PRODUCT DISCOVERY & NAVIGATION)

I reorganized LOOP's product taxonomy to support multiple shopping behaviors, including browsing by age, category, product need, and recommendation.

On desktop, I translated the updated structure into a mega menu that made key product categories easier to access while creating space for curated collections and merchandising.

The approach gave customers clearer entry points into the assortment without requiring them to know exactly what they were looking for.

THE REDESIGN CONTINUED

PRODUCT DETAIL PAGE OPTIMIZATION

The existing product pages contained much of the information customers needed, but the hierarchy made it difficult to evaluate products quickly and confidently.

I redesigned the PDP experience to prioritize product information, rental pricing, and key decision-making details earlier in the page, creating a clearer path from product evaluation to adding an item to cart.

We also introduced sections that anticipated common shopper questions around product quality, suitability, and rental details, helping address potential concerns before they became barriers to conversion.

To encourage further discovery and reinforce the value of LOOP's membership, I incorporated relevant product recommendations and complementary items, helping customers explore more of the assortment and get greater value from their membership.

• Decision-making information: Rental pricing, age suitability, and add-to-cart visibility.

• Anticipating customer questions: Expandable product information and supporting details.

• Membership value: Complementary product recommendations and opportunities to explore more items.

DESIGN SYSTEM & SCALABILITY

Alongside the e-commerce redesign, I built LOOP's design system from the ground up in Figma, establishing a consistent foundation for the platform's evolving digital experience.

The system included reusable UI components, typography, color styles, and interaction patterns designed to support consistency across desktop and mobile.

Beyond improving visual cohesion, the design system provided a shared framework for collaboration with Engineering and made it easier to design and develop new features as the platform evolved.

OUTCOMES

The redesign focused on reducing friction at two important points in the customer journey: discovering products and deciding to add them to cart.

+27% Product Views

Increased product views among new customers from the homepage to product detail pages.

+13% PDP-to-Cart Conversion

Improved micro-step conversion from product detail pages to cart.

KEY TAKEAWAY

This project reinforced the importance of understanding how customers navigate and evaluate products before introducing new features. By focusing on information architecture, content hierarchy, and the moments that influence purchase decisions, I was able to make meaningful improvements to the shopping experience and conversion performance.

USER TESTING FINDINGS

Before redesigning the experience, I reviewed user testing findings across the homepage, catalog, PDP, plans, and cart. The research showed that customers understood LOOP’s rental model at a high level, but still needed more reassurance and clarity at key decision points.

A FEW THEMES SHAPED THE REDESIGN:

Customers understood the concept, but needed reassurance.
Participants recognized LOOP as a rental service and saw the value, but wanted more confidence around item condition, sanitation, safety, and quality control.

Discovery needed to better match shopping behavior.
Participants liked the variety of products, but the catalog filters did not always match how they expected to browse.

The PDP needed to do more decision-support work.
Participants were interested in products and noticed savings, but there was confusion around retail vs. renting, registry actions, and what was included.

Membership and delivery expectations needed to be clearer.
Participants wanted to understand how scheduling, delivery, pickup, and plan limits worked before committing.

AUDIT & RESEARCH

I started by auditing LOOP’s existing navigation and PDP experience across desktop, tablet, and mobile. I also reviewed adjacent commerce brands to understand how larger product assortments were structured across mega menus, mobile drawers, category pages, and promotional entry points.

For the PDP, I reviewed click, movement, and scroll data to understand where customers were engaging and where attention dropped off.

A few patterns stood out:

Customers needed more ways into the catalog
The existing navigation did not fully support browsing by age, category, need, or recommendation.

The PDP had too much distance between intent and support
Customers engaged most heavily near the top of the page, while supporting content appeared further down.

Mobile needed a more focused decision path
On smaller screens, long pages and hidden decision-support content created more friction.