Optimizing Checkout for Nikken International
Project Overview
Nikken International, a global wellness and MLM (multi-level marketing) company, partnered with me to redesign and optimize its e-commerce checkout experience. The primary challenge was to develop a seamless, intuitive, and conversion-focused flow that would serve a diverse user base while supporting the company’s business goals—especially converting customers into active independent consultants.
My Role & Responsibilities
As the lead UI/UX Designer on this project, I was responsible for the end-to-end product design process—from research and user persona development to wireframes, high-fidelity mockups, and collaboration with development teams for implementation.
Research & Discovery
Goals:
- Understand user pain points and behaviors.
- Align user experience strategy with business goals.
- Identify key personas across the MLM ecosystem.
Approach:
- Conducted stakeholder interviews to identify conversion goals.
- Mapped existing user flows and identified bottlenecks.
- Developed user personas and journey maps to inform design decisions.
User Personas
Independent Consultant
Individuals selling Nikken products via the MLM model. They required:
- Quick product access and reorder functionality.
- Commission tracking dashboards.
- Tools to manage clients and referrals.
End Client
Customers purchasing wellness products are often referred by consultants. Their needs included:
- A simple and trustworthy checkout experience.
- Transparency in pricing and delivery.
- Easy access to referral and product-sharing options.
Key Design Challenges
- – Simplifying the checkout process while supporting multiple user types.
- – Highlighting consultant benefits to encourage conversions.
- – Creating modular UI components that scaled across international markets.
Independent Consultant
Individuals selling Nikken products via the MLM model. They required:
- Quick product access and reorder functionality.
- Commission tracking dashboards.
- Tools to manage clients and referrals.
End Client
Customers purchasing wellness products are often referred by consultants. Their needs included:
- A simple and trustworthy checkout experience.
- Transparency in pricing and delivery.
- Easy access to referral and product-sharing options.
Approach
To address these challenges, we enhanced and expanded the existing design system with a strong focus on the internal user experience. Our approach included:
- A Cohesive Design Framework – Establishing a standardized design system to ensure visual and functional consistency across all departmental websites.
- Reusable Page Templates – Developing adaptable templates that catered to various departmental needs, allowing for structured yet flexible content presentation.
- Accessibility Compliance – Integrating ADA-compliant design features to improve accessibility and ensure inclusivity for all users.
- Streamlined Content Management – Simplifying the CMS workflow, enabling content creators to focus on information accuracy and delivery rather than complex design or technical implementation.
By implementing this unified and scalable approach, we aimed to modernize the county’s digital presence, enhance usability, and improve operational efficiency in managing and maintaining web platforms across departments.
Users & Personas
To ensure a user-centered design approach, I conducted internal research by gathering focus groups of 5 to 10 employees from each department at the start of the project. These sessions provided valuable insights into user frustrations, workflow inefficiencies, and overall pain points related to internal applications and department websites.
The primary user groups included:
To ensure a user-centered design approach, I conducted internal research by gathering focus groups of 5 to 10 employees from each department at the start of the project. These sessions provided valuable insights into user frustrations, workflow inefficiencies, and overall pain points related to internal applications and department websites.
Individual Contributors
Employees using the platform for daily tasks, document retrieval, and process submissions.
Leaders & Managers
Users with broader access, responsible for overseeing team operations, approvals, and reporting.
Each user type had varying levels of access and content visibility, requiring tailored experiences for navigation, task completion, and information retrieval. My role was to identify their key objectives, streamline their workflows, and enhance the overall usability of the platform. By improving content discoverability, simplifying document access, and optimizing navigation, I helped ensure that users could quickly and efficiently find the information they needed without unnecessary friction.
This research-driven approach not only enhanced user satisfaction and productivity but also provided critical data to inform iterative improvements and align the platform’s functionality with organizational goals.
Design Methodology & Responsibilities
I focus on creating intuitive and user-friendly digital experiences by collaborating closely with project managers and engineering teams, utilizing Jira, Figma, and Adobe XD to streamline the design and development process. My approach includes:
By applying this structured methodology, I strive to enhance usability, improve engagement, and deliver scalable design solutions that meet both user expectations and business objectives.
- User Research & Requirements Gathering – Conducting comprehensive evaluations to ensure design solutions align with user needs and business objectives.
- UI Design & Development – Designing responsive layouts, menus, tabs, and widgets, enhancing usability and consistency across platforms.
- Prototyping & Mockups – Developing wireframes, interactive prototypes, and high-fidelity mockups to effectively visualize and refine design concepts.
- End-to-End UX Design – Transforming ideas from low-fidelity sketches to fully interactive prototypes, ensuring a seamless and engaging user experience.
- Usability & Accessibility – Performing usability testing and integrating ADA-compliant design principles to create inclusive and accessible digital solutions.
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