Fuel Your Balance, Power Your Hustle.
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, 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.
Solutions & Execution
-
Streamlined Checkout Experience:
Redesigned the checkout flow to minimize steps, reduce cognitive load, and increase trust through progressive disclosure and clear CTAs. -
Consultant Conversion Integration:
Integrated subtle prompts and educational content in the checkout flow to encourage clients to join as consultants, such as earnings potential and referral bonuses. -
Modular Design System:
Developed a scalable design system to ensure consistency across product pages, cart, checkout, and referral tools.
Results & Impact
- Increased checkout completion rates due to fewer drop-offs and more precise navigation.
- Higher opt-in rates for consultant signups post-purchase.
- Reduced support tickets related to order placement and referral tracking.
Conclusion
This project highlighted the importance of designing not just for user convenience, but also for business growth. By aligning the checkout experience with the dual goals of conversion and education, we empowered users while expanding the client’s network of consultants. This case remains a strong example of how user-centered design can directly impact usability and sales performance in complex business models like MLM.