UX and CRO Redesign

HappyFresh, a sustainable home-care brand offering eco-friendly, plastic-free laundry detergent sheets, partnered with Blikket to completely rethink its eCommerce experience. Despite having a compelling mission and high-quality product, HappyFresh faced digital hurdles: a low 4.6% conversion rate, underutilized product pages, lack of customer retention features, and no subscription model. Our challenge was to strategically overhaul their digital storefront, create a user-centric design system, and build an eCommerce experience built for long-term growth.



Blikket led a comprehensive digital transformation focused on UX design, conversion rate optimization (CRO), Shopify development, and performance insights. We implemented clean, conversion-focused product pages, added a subscription model, introduced bundling and upselling strategies, and built a fully responsive site on Shopify using HTML, CSS, Pagefly, and Figma. Additionally, Blikket produced all the high-quality product photography used across the site, ensuring continuity between brand, UI, and content visuals.



To ensure ongoing performance, we embedded A/B testing throughout the funnel—refining layouts, CTAs, and checkout flows based on real behavioral data. This iterative optimization resulted in a seamless customer journey from first interaction to checkout (and beyond).



Key Results



225% Increase in conversion rate (from 4.6% to 15%)

223% Revenue growth

325% Growth in order volume

282% Increase in returning customers

1.6% churn rate—2.5x lower than industry average

HappyFresh’s identity was reflected in a unified visual language throughout the eCommerce journey—from site to email to mobile. This redesign not only elevated the customer experience, but also helped establish a strong brand presence in the sustainable home-care space.



Project Highlights



End-to-End UX and UI redesign

Custom Shopify development with performance optimization

Data-driven A/B testing and conversion strategies

Subscription model implementation

Bundling and upselling features to boost AOV

In-house production of all product photography to ensure brand consistency

This project is a testament to how data-backed design and expertly executed UX can transform a founder-led brand into a high-converting, fast-growing eCommerce business. It exemplifies the impact thoughtful UX and CRO practices can have not just on user experience—but on measurable business growth.