This case study details my experience redesigning the category and paid landing pages for the "Sierra Living Concepts" shopping website. The project aimed to improve user engagement, increase qualified leads, and reduce bounce rates, all while enhancing the overall user experience.&nbsp;

I served as the&nbsp;Lead UI/UX Designer&nbsp;for this project, collaborating closely with my Growth Product Manager (<a href="https://www.linkedin.com/in/sss99/">Saswata S. SenGupta</a>)&nbsp;and the key stakeholders across the company throughout the entire process.

Problem 1: Lack of Storytelling and Brand Differentiation

7 out of 10 users could not describe the brand’s unique qualities after browsing the old category pages, which were static, desktop-centric grids without narratives or value props. Impact:

A weak brand connection led to shorter dwell times compared to competitors, resulting in lower engagement and conversion potential.

Problem 2: Weak Initial Engagement on Paid-Landing Pages

The old ad-landing templates were static grids without persuasive copy or trust elements in the first viewport, causing users from paid campaigns to leave before exploring further.

Low first-impression impact meant fewer scrolls and weaker add-to-cart rates, reducing ROI on ad spend.

Problem 3: Desktop-Centric Layout Despite Mobile-Heavy Traffic

Category &amp; FID grids were designed for desktop spacing and scaling, forcing mobile users to pinch, zoom, and scroll excessively to view products.

Mobile visitors—&nbsp;78% of total traffic experienced slower navigation and higher drop-off, weakening the largest conversion channel.

Increase engagement and conversion on category and ad-landing pages

By redesigning these pages with storytelling elements, trust signals, and mobile-first layouts, we aim to enhance user interaction, decrease bounce rates, and increase add-to-cart actions from both organic and paid traffic sources.

Optimizing ad-landing (Feature ID) pages for immediate engagement and lead capture will ensure high-cost paid traffic converts at a higher rate, improving campaign profitability.

Implement modular, reusable page components (such as hero sections, USP bars, and lead cards) to ensure design consistency, accelerate rollout across product categories, and streamline future optimization efforts.

Create a more engaging and trustworthy shopping experience

Deliver a visually rich, story-led journey where shoppers instantly understand the brand’s unique value, feel reassured about purchase protection, and are motivated to explore more products.

Reduce friction in mobile browsing

Ensure that product cards, filters, and CTAs are fully optimized for thumb-friendly mobile navigation, allowing users to browse and buy without frustration.

Enable informed and confident purchase decisions

Present trust signals, product highlights, and customization options early in the journey so users can confidently proceed to add to cart or submit a lead without requiring excessive clicks or scrolling.

Solution 1:&nbsp;Story-Driven Hero + USP Trust Bar

The new redesigned category pages now open with a bold, story-driven hero section and a prominent USP trust bar, replacing the static, text-light grids.

• Visitors from paid ads now encounter an immediate brand narrative and reassurance, solving the “cold first impression” issue from the old static grid.

Clear value props and storytelling lifted scroll depth by 18% and cut bounce rates by up to 12 percentage points on tablet.

The combination of hero imagery and concise copy improved user scroll depth, leading to a&nbsp;+27% ATC rate&nbsp;from ad-landing traffic post-redesign.

Solution 2:&nbsp;&nbsp;First-View Optimized Paid-Landing Templates

&nbsp;🚀 New Proposed User Task Flow Of Feature ID Page&nbsp;

Paid landing pages now feature persuasive copy, trust elements, and a Lead-Card module within the first viewport, replacing static grids that offered no incentive to explore. The Lead-Card auto-prefills SKU info and connects users directly to an expert chat.

Immediate trust cues and a strong first impression keep paid-ad visitors from bouncing before scrolling.

Lead-Card drove 204 new leads in 90 days—34% of total qualified leads post-launch.

Add-to-Cart rate on ad-landing pages rose by 27%, increasing ROI from paid campaigns.

Solution 3:&nbsp;Touch-Friendly Category Design

We replaced the old desktop-centric layout with a mobile-first, filter-aware grid. Product cards now auto-fit to screen size, with larger tap zones and optimized spacing for thumbs. Swatch previews and progressive disclosure make browsing smoother without pinch-to-zoom frustration.

Mobile users (78% of traffic) now navigate naturally without zooming, ending 32% of rage clicks caused by small product cards.

The adaptive design increased mobile category page dwell time by 21% and cut bounce rates by 10% for this segment.

Faster, thumb-friendly navigation keeps the largest audience engaged, turning mobile into a stronger conversion channel

One major challenge was effectively addressing the "Trust Deficit", and we tried to overcome this by creating the "USP Trust Bar"&nbsp;which concisely presented key value propositions prominently on the page. This trust stacking approach proved remarkably effective, significantly reducing bounce rates, especially for mobile users.

The redesigned category and paid landing pages resulted in significant improvements across all target metrics. We achieved a 34% increase in qualified leads, a 9.6% decrease in bounce rate (from 60.8% to 51.2%), a 24% increase in average session duration, and a 27% increase in the Add-to-Cart rate from ad-landing pages. All improvements were statistically significant (p&lt;0.05).

Even with strong UI-UX changes, there’s room to grow. The goal now is to convert more hesitant shoppers. Here’s what I’d focus on next:

•&nbsp;Introduce Personalization for Returning Visitors&nbsp;- Use browsing history to surface relevant product recommendations and pre-filtered categories for repeat users, improving efficiency and likelihood of purchase.

•&nbsp;Test New Interactive Features on Ad-Landing Pages&nbsp;- Add elements like 360° product views, swatch previews, and AI-assisted “Find My Finish” tools to further lift engagement and conversion rates from paid traffic.

•&nbsp;Introduce Seasonal &amp; Campaign-Specific Variations&nbsp;- Tailor hero narratives, product highlights, and trust messaging to match seasonal promotions and targeted ad campaigns for greater relevance.

This redesign of our Category &amp; Ad-Landing Pages was all about turning insights into impact-boosting engagement, conversions, and brand trust. Couldn’t have done it without an amazing team that made every sprint count. /

Cohesive redesign delivering higher engagement, trust, and sales from ad click to category page for premium shoppers.

This case study details my experience redesigning the 

, all while enhancing the overall user experience. 

 for this project, collaborating closely with my Growth Product Manager (

) and the key stakeholders across the company throughout the entire process.

 users could not describe the brand’s unique qualities after browsing the old category pages, which were static, desktop-centric grids without narratives or value props.

 led to shorter dwell times compared to competitors, resulting in lower engagement and conversion potential.

 without persuasive copy or trust elements in the first viewport, causing users from paid campaigns to leave before exploring further.

Low first-impression impact meant fewer scrolls and 

 were designed for desktop spacing and scaling, forcing mobile users to pinch, zoom, and scroll excessively to view products.

, weakening the largest conversion channel.

By redesigning these pages with storytelling elements, trust signals, and mobile-first layouts, we aim to 

 actions from both organic and paid traffic sources.

 (Feature ID) pages for immediate engagement and lead capture will ensure high-cost paid traffic converts at a higher rate, improving campaign profitability.

 (such as hero sections, USP bars, and lead cards) to ensure design consistency, accelerate rollout across product categories, and streamline future optimization efforts.

 where shoppers instantly understand the brand’s unique value, feel reassured about purchase protection, and are motivated to explore more products.

 are fully optimized for thumb-friendly mobile navigation, allowing users to browse and buy without frustration.


 early in the journey so users can confidently proceed to add to cart or submit a lead without requiring excessive clicks or scrolling.

Solution 1: Story-Driven Hero + USP Trust Bar

"I was responsible for the entire end-to-end design process, from initial research to a final, polished user interface"

 now open with a bold, story-driven hero section and a prominent USP trust bar, replacing the static, text-light grids.

	• Visitors from paid ads now encounter an immediate brand narrative and reassurance, solving the “

Solution 2:  First-View Optimized Paid-Landing Templates

 🚀 New Proposed User Task Flow Of Feature ID Page 

Paid landing pages now feature persuasive copy, 

 within the first viewport, replacing static grids that offered no incentive to explore. The Lead-Card auto-prefills SKU info and connects users directly to an expert chat.

Solution 3: Touch-Friendly Category Design

We replaced the old desktop-centric layout with a

, filter-aware grid. Product cards now auto-fit to screen size, with larger tap zones and optimized spacing for thumbs. 

 and progressive disclosure make browsing smoother without pinch-to-zoom frustration.

One major challenge was effectively addressing the 

 and we tried to overcome this by creating the

 which concisely presented key value propositions prominently on the page. This trust stacking approach proved remarkably effective, significantly reducing bounce rates, especially for mobile users.

The redesigned category and paid landing pages resulted in significant improvements across all target metrics. We achieved a 

 increase in average session duration, and a 

 increase in the Add-to-Cart rate from ad-landing pages. All improvements were statistically significant 

Even with strong UI-UX changes, there’s room to grow. The goal now is to convert more hesitant shoppers. 

Introduce Personalization for Returning Visitors

 - Use browsing history to surface relevant 

 for repeat users, improving efficiency and likelihood of purchase.

Test New Interactive Features on Ad-Landing Pages

 tools to further lift engagement and conversion rates from paid traffic.

 Introduce Seasonal & Campaign-Specific Variations

 to match seasonal promotions and targeted ad campaigns for greater relevance.

 was all about turning insights into impact-boosting engagement, conversions, and brand trust. Couldn’t have done it without an amazing team that made every sprint count.

Creating a Unified Category & Paid-Landing Experience for Furniture Buyers