Cluey
Connecting Consumers with Value-Driven Brands.
Cluey empowers impact-conscious consumers by providing trustworthy data and insights for informed purchasing decisions. I collaborated across teams to gather user feedback and optimize the website's user experience, creating an intuitive platform with seamless access to brand values.
Team
2 UX Designers
1 Project Manager
2 Developers
Year
June – August ‘23
Project Type
E-commerce/Web Experience
Client
Cluey
Tools
Figma | Figjam
Role
UX designer
MY ROLE AND IMPACT AT CLUEY
Research
Performed competitor analysis, conducted 6 user interviews and 2 rounds of user testing, and synthesized insights into actionable design ideas
Design
Led the website redesign based on user feedback, creating wireframes and high-fidelity prototypes for a seamless user experience. Prepared design files for developer handoff. This redesign resulted in resulting in a 30% increase in time spent on the platform and a 25% rise in click-through rates.
Communication
Produced weekly client update presentations, set clear meeting agendas and goals, and ensured continuous communication with developers throughout the design process, driving project alignment and efficiency.
ABOUT CLUEY
Cluey features a directory of brands across lifestyle, food, apparel, and more. Using a grading system, they assess each brand's impact on people, the planet, and politics, helping consumers make value-aligned purchasing decisions.
PROBLEM
The primary challenge was that users felt lost upon arriving on the platform, often stopping at the homepage due to a lack of clear direction on what to do next. Additionally, they struggled to understand the brand comparison system and expressed a desire for more recommendations from Cluey to build trust and confidence in their purchasing decisions.
500
Cluey site visitors in a month (May 28, 2023 - Jun 26, 2023).
of users leave the site after only scrolling the homepage without performing a searching.
64%
54%
of users never reach or engage with any brand pages.
How can we enhance Cluey's website to be more intuitive and engaging, helping users easily discover brand values, onboard new users smoothly, and develop a trusted bond with the brand?
CHALLENGE
Previous HomepageDESIGN SOLUTIONS
Listed brands appear clunky, with essential details like attributes, certifications, and ratings hard to find, making it difficult for users to decide which brand to click on.Replaced the main image with clickable 'Trending Searches' and a clear CTA to inspire user searches.Introduced 'Get Inspired' section with Cluey-authored content and brands to boost user trust and engagement.Redesigned 
Homepage Redesign Highlights
“Browse Brands” Page Redesign
Replaced the AI search with the 'Our Impact' section to highlight platform impact and accolades, building trust through transparency and credibility.Showcased Cluey's capabilities and offerings upfront with examples to enhance user understanding and trust.Redesigned HomepageSolution
Each brand is redesigned into its own card, with ratings and attributes listed clearly, making it more scannable and easier for viewers to decide which brand to click on.Problem
Previous The "Brand Alternatives" section was hidden at the bottom, making it hard to find. Clicking on a brand revealed ratings but missed attributes and certifications. Users had to scroll back and forth to compare, creating a confusing experience.Redesign of Brand Page and “Alternative Brands”
Solution
"Brand Alternatives" moved to the right side for easier side-by-side comparison. Added important details like brand type, attributes, and political impact, allowing users to compare without extra clicks.Problem
Introducing Browser Extension
Redesigned 
Displays brand alternatives if a better option is found.Previous Users must search each brand individually on Cluey, adding additional steps to their shopping experience.
Cluey automatically pops up on the browser when shopping.Solution
Introducing the Cluey browser extension: download once to streamline the shopping experience, meeting users where they are.
Displays brand ratings and impact insights.Problem
Research/
COMPETITOR ANALYSIS
USER INTERVIEWS
🤔
Curious About Cluey
Users are interested in how Cluey works, its rating system, and its brand recommendationsI conducted an in-depth analysis of direct and analogous competitors focused on impact-conscious consumption, including these brands:
Direct: Goodbuy, Good On You, Finch, Karma Wallet, Checkmate
Analogous: EWG, Care/Of, Function of Beauty
The analysis showed that these platforms prominently featured their mission statements and offerings, providing users with clear guidance on what to do next. Additionally, they offered accessible information about brand transparency, which helped users build trust and feel confident in continuing to use the platforms.
I led user interviews with 6 participants (3 current Cluey users and 3 potential users) who value brand impact on the planet. Key needs and priorities identified include:
✅
Transparency & Trust
Users want data, facts, and mentions that validate Cluey and build trust.Design/
Click to enlarge
The iterative approach allowed us to continuously refine our designs. Each cycle of testing and feedback led to noticeable improvements and encouraged us to question the rationale behind our designs. This ensured they were beneficial for users and addressed and their immediate needs.
USER TESTING & ITERATIONS
Collaboration and Communication
😵💫
Purpose & Focus
Users were unsure what to search for on the homepage due to a lack of direction.👀
Clarity & Connection
The homepage and brand pages underwent three iterations based on user feedback and testing, resulting in a more intuitive experience with easily digestible information and clear direction on each page. Key insights from user feedback included:
Key Learnings/
I learned the importance of effective collaboration and communication with my team and stakeholders for the project's success. Ensuring clear alignment and maintaining seamless communication with developers allowed us to accurately and efficiently implement design changes.
Importance of iterations
Key CTA's and information are missed throughout due to poor visual hierarchy & direction.