Research and CRO for an e-commerce site selling a portable massage device.


Tend is a British company that sells a tendon pain relief product.

Their marketing agency reached out for suggestions to improve the website and make it more user-centric which would hopefully create better conversion rates and build a stronger brand.

This was a short-term project (three weeks) to offer suggestions to the company moving forward with its website renewal.

I was also given a head start to look into this project as the company was planning to update the site a month after contacting me.

The problem

At first glance, the website was quite good. And, although the site was getting a lot of traffic, the conversion rates could have been improved. Upon closer inspection, it was clear that there were many inconsistencies within the site including the lack of a design system and a clear path for users to have a smooth experience, which ultimately made the experience frustrating.

The solution

By implementing some common research methods and conducting interviews, the end result was to offer some quick solutions for the implementation of the new site for the interim while the company was moving forward with its design.


  • Pen

  • Paper

  • Sticky notes

  • WebAIM

  • Skype

  • Figma

  • PowerPoint

  • Word

  • YouTube


  • UX Researcher & Designer

  • Marketing Agent

My Role

  • Sole Researcher & Designer


  • Three weeks

Content Brief & Research Plan

According to the agency, analytics had already been carried out that yielded information on which users were mainly visiting the site. This was very insightful. Moving forward, there was a clear starting point with which to carry out research.

The plan was to interview and observe users interacting with the site to see what kind of feedback would help with the design.

The main user profiles were, but not limited to:

  • (Mostly) identify as female.

  • (Working) mothers who practice yoga or other aerobic activities.

  • Athletes and ex-athletes.

  • Medical patients with joint pain like tendonitis and arthritis.

  • Individuals who may suffer from RSI at work.

With this in mind, I recruited participants who fit the criteria of the user demographic to participate in interviews and to test the site. Only their initials, job titles, and ages will be used here as they wished to remain anonymous.

All participants were recruited through my private and professional networks. All of them could be potential users of the Tend product as their jobs, sports interests, and hobbies can be physically demanding, and may benefit from using the device.

I tried to get 10 participants overall, but as it was a (mostly) qualitative interview, anything above five would be a good number to start with as it was early-stage formative testing. In the end, I got eight. Interviews took place online and in person. each session lasted approximately 15 - 20 minutes.

Users were encouraged to look at the site on both desktop and mobile device screens.

Heuristic Markup

Before any interviews could be done, I thought it was important to conduct an evaluation of the page. I looked at the landing page and the menu pages and went with my instincts as a user who was looking at the site for the first time.

The key takeaways were the following points:

  • Users need to see the product in context and how it works – more relevant images are necessary.

  • Menu headings need to be placed in a more logical order on the site where users would expect to find them.

  • Functions, such as viewing information about or buying the product must be clearer and more obvious to navigate.

  • The layout of the images and text including clear CTAs need to be more orderly.

  • CTAs need to be more prevalent.

  • Style, colour, and copy need to be consistent and clear.

  • Images must be relevant to the copy and appealing to the user.

  • Social media links must be added to the site.

  • The page needs to be more reassuring for the user when submitting personal data and payment information.

  • The payment forms need to be reworked in order for smooth transactions, the current model is not user-friendly.

  • The copy needs to be tidied up – there are too many spelling mistakes.


The Interviewees & Their Feedback

As mentioned above, there were eight participants in this research. They come from a variety of backgrounds and work in different industries but they all have a potential interest in the Tend device for their own specific needs.

During the interviews, I took notes on what they were saying and observed how they interacted with the site. Their comments were then organised into empathy maps to get a deeper understanding of their needs as users. The results are mentioned below.



Watching the users interact with the website was quite interesting. I encouraged them to think aloud while using the site so I could get more informative data.

  • Most of them thought the device was a microphone at first glance.

  • I noticed that they all could not figure out what the site was about immediately. It took them some time to figure out the purpose which involved some scrolling.

  • They all had trouble clicking on parts of the site thinking that they were buttons. In particular the blue circles with product descriptions in them.

  • Most of the users showed a little skepticism about the validity of the product. This was down to some inconsistencies in the copy and the lack of reassuring information available about the product – i.e. endorsements and reviews.

Image alt tag

Pain Points

This is probably the most popular group here with some common themes amongst the users. The main takeaways here are the following:

  • The main image is misleading at first and the users think it looks like a microphone (not a massage device).

  • There are numerous spelling and grammar mistakes.

  • The brand name is capitalised and sometimes not.

  • It's not clear if there is more than one version of the product.

  • The colours did not appeal to some of the users.

  • The navigation seems confusing to some.

  • There are no social media sites connected.

  • There are no professional endorsements by medical professionals or athletes.

  • The users can't see user testimonials.

*The last two points on the list were also a cause of concern for some of the users as they seemed to be suspicious of it.

Image alt tag

Wants & Needs

The user's wants were quite similar too. The main takeaways are mentioned here:

  • They want to see testimonials and evidence of the device.

  • They want expert testimonials and endorsements too.

  • They want clear descriptions of what the device can do.

  • They want to see social media and promotional events.

  • They want to see more dimensions and specs.

  • They would like to see how it ranks against the competition.

  • They would like to see more, clearer images of the device.

  • They would like to know the story of the device and the founder. How did the device come about?

Image alt tag

Positive Points

The users mostly agreed on similar things here too with the main takeaways being as follows:

  • They really liked the embedded YouTube video and found it clarified some things.

  • The site worked as an e-commerce page in terms of the user identifying that a product was available to buy there.

  • Several of the users mentioned that they would consider using the product if the need arose.

  • The users were curious about the site and the product being sold.

Concept Wireframes (mid-fidelity)

Once the initial data had been compiled, I was able to put together a mid-fidelity wireframe with some concept images. Please bear in mind that this design was an initial proposal for the client.

This was done with mobile-first in mind as time was limited to get the first concept out.

With a suggestion from the marketing agent, we went with the colour green to see how it would look. I know this is not the best for some users with vision problems so I added more contrast where I could.

Going on the information I had so far, the main points to add to this first iteration were:

  • A suitable landing page where the device can be seen in action to make it clear what exactly it is.

  • A more simplified UI with more obvious CTA buttons in place.

  • Clearer options available, to see exactly the benefits of the device, how it works, and of course, to buy.

  • Images and copy that would perhaps relate more to the (mostly) female customer base.

  • User reviews that were in plain view and could offer some kind of reassurance to buy.

  • A clear refund policy in plain view that would further build trust in the site.

  • Social media buttons. At the time of designing this, the page had none.

  • I thought the explainer video would work better nearer the top of the page as most people suggested that this was very helpful and made things much clearer for them.


Next Steps

As this was a quick project to come up with a more concise and smooth user experience, there will be more changes to come. Ideally, after an initial reiteration has been decided on, usability tests will be carried out with the proposed design.

The research and deliverables mentioned in this project were handed over, and the site owner will take the next decision moving forward. You can check out the website here: