Vintage Cash Cow offers a hassle-free way to sell vintage and antique valuables, providing free valuations and a cash offer for entire collections—an easier alternative to selling items individually.
Many users lacked the time or confidence to research, price, and sell items themselves, leading to hesitation and drop-offs. However, unclear UX and trust issues further impacted conversions.
Through research and A/B testing, I redesigned the site to be more intuitive and mobile-friendly, resulting in a 15% conversion increase within two months.
The 55+ demographic, their primary audience, struggled with a confusing website, leading to high bounce rates and a 5% conversion rate from 400K monthly visitors. Unclear pricing, process, and trust issues deterred first-time users. My focus was on building trust, improving clarity, and boosting conversions.
Researched: Conducted 20 user interviews and a 200-response survey and had stakeholder meetings with Customer Services to uncover pain points like trust, form usability, and process clarity.
Tested: Ran A/B tests—added trust signals (e.g., Trustpilot badges), simplified forms, and clarified messaging (e.g. “Safe & Insured”).
Redesigned UX: I created wireframes and high-fidelity prototypes in Figma, redesigning forms with larger inputs, mobile optimisation, and a step-by-step “How It Works” guide. Added user reviews and FAQs for trust.
Within the first month -
Conversion rates soared from 5% to 8%.
Form completions increased 20%.
Bounce rates dropped 15%.
70% of users found the new, user-friendly design intuitive and easier to navigate.
This project reinforced the power of user-centered design and data-driven testing, showing how empathy and strategic solutions—like UX improvements and A/B testing—can drive business results and enhance user experiences, preparing me for senior UX/UI roles.
