CQR Brand Pages Sustainability Data Clarity Redesign (UX)
CQR Brand Pages Sustainability Data Clarity Redesign (UX)
Redesigned the brand pages to make sustainability information easier to understand at a glance.
Redesigned the brand pages to make sustainability information easier to understand at a glance.
Platform
PC/MW
My role
Product Designer
Timeline
July 2023 -
November 2023
Team
1 Product Manager
1 Front-End Engineer
1 Back-End Engineer
Overview
Overview
CQR’s brand pages were strategically important but underperforming relative to the effort invested.
I proposed a bottom-up redesign and led the process end-to-end—from research to UI validation—to improve clarity, navigation, and storytelling so users could quickly understand a brand’s sustainability journey and explore deeper.
CQR’s brand pages were strategically important but underperforming relative to the effort invested.
I proposed a bottom-up redesign and led the process end-to-end—from research to UI validation—to improve clarity, navigation, and storytelling so users could quickly understand a brand’s sustainability journey and explore deeper.
key points to whatch
key points to whatch
#1
Reduced cognitive load by translating complex sustainability data into a scannable narrative.
#2
Re-ranked content by user value to improve exploration depth and repeat visits.
#3
Balanced credibility (verified data) with brand identity. (storytelling for partners)
Context
Context
CQR is a community-driven platform operated by MUSINSA, South Korea’s #1 fashion platform with over 15 million members and 6 million MAU.
CQR curates and introduces fashion and beauty brands focused on sustainable lifestyles.
CQR is a community-driven platform operated by MUSINSA, South Korea’s #1 fashion platform with over 15 million members and 6 million MAU.
CQR curates and introduces fashion and beauty brands focused on sustainable lifestyles.
Using its own internal verification process, CQR selects conscious brands and showcases their sustainability journey through dedicated brand pages, making it easy for users to explore sustainability efforts across various partner brands.
Using its own internal verification process, CQR selects conscious brands and showcases their sustainability journey through dedicated brand pages, making it easy for users to explore sustainability efforts across various partner brands.
Porject Goal
Porject Goal
Improve information clarity on the brand page to support user retention and new brand acquisition.
Improve information clarity on the brand page to support user retention and new brand acquisition.
Problems
Problems
Dense jargon and overloaded data increased cognitive load, causing drop-offs before users reached key sections.
Dense jargon and overloaded data increased cognitive load, causing drop-offs before users reached key sections.
Brand pages were designed to communicate sustainability journeys, but the content was hard to parse, limiting exploration depth. Interviews repeatedly surfaced confusion and high cognitive load.
This project focused on improving clarity to turn the brand page into a compelling CQR differentiator that drives deeper engagement.
Brand pages were designed to communicate sustainability journeys, but the content was hard to parse, limiting exploration depth. Interviews repeatedly surfaced confusion and high cognitive load.
This project focused on improving clarity to turn the brand page into a compelling CQR differentiator that drives deeper engagement.
27.2%
Navigated to ‘Product information’ instead of ‘Sustainable data’
12.7%
Returned to the previous screen
26.7%
Ended their session
27.2%
Navigated to ‘Product information’ instead of ‘Sustainable data’
12.7%
Returned to the previous screen
26.7%
Ended their session
How might we
How might we
make a brand’s sustainability journey easier to grasp—so users explore more and return more often?
make a brand’s sustainability journey easier to grasp—so users explore more and return more often?
Strategy
Strategy
Instead of maximizing data completeness,
we optimized for clarity + brand identity.
Instead of maximizing data
completeness, we optimized for clarity + brand identity.
Research showed sustainability data often acted as a trigger for first-time interest—and even purchases—so I prioritized the data types users found most meaningful and reorganized the page around that hierarchy.
Research showed sustainability data often acted as a trigger for first-time interest—and even purchases—so I prioritized the data types users found most meaningful and reorganized the page around that hierarchy.
AS-IS
AS-IS
Deliver all sustainability data in detail
(completeness-first).
Deliver all sustainability data in detail
(completeness-first).
TO-BE
TO-BE
Help users quickly grasp the key sustainability signals needed for brand exploration and keep them moving through the page.
Help users quickly grasp the key sustainability signals needed for brand exploration and keep them moving through the page.
Key Decisions
Key Decisions
The core principle was enabling users to understand the state at a glance and go deeper only when needed. We delivered this through a state-values summary and progressive reveal of details.
The core principle was enabling users to understand the state at a glance and go deeper only when needed. We delivered this through a state-values summary and progressive reveal of details.
Decision 1
Decision 1
Reorganize the hierarchy around what users need to understand first.
Reorganize the hierarchy around what users need to understand first.
The original brand page focused on presenting sustainability data in detail, but it was difficult to read the brand’s position from the first screen. I brought the Earth, People, and Animal categories together with representative metrics in a set of summary cards, so users could first understand the brand’s direction and level of practice before moving into deeper content.
The original brand page focused on presenting sustainability data in detail, but it was difficult to read the brand’s position from the first screen. I brought the Earth, People, and Animal categories together with representative metrics in a set of summary cards, so users could first understand the brand’s direction and level of practice before moving into deeper content.
TO-BE
AS-IS
TO-BE
TO-BE
Decision 2
Decision 2
Let users access detail at the right moment.
Let users access detail at the right moment.
Showing long explanations upfront could support credibility, but it also made the page harder to approach during initial exploration. I kept the key signals visible and separated detailed descriptions into carousel and expandable sections, allowing users to choose how deeply they wanted to explore.
Showing long explanations upfront could support credibility, but it also made the page harder to approach during initial exploration. I kept the key signals visible and separated detailed descriptions into carousel and expandable sections, allowing users to choose how deeply they wanted to explore.
TO-BE
AS-IS
TO-BE
TO-BE
Solution Highlights
Solution Highlights
Redesigned the user experience to make sustainability data easier to perceive and navigate.
Redesigned the user experience to make sustainability data easier to perceive and navigate.
I restructured the page to distinguish between quantitative and qualitative data and reorganized the information architecture based on content priority. This allowed us to deliver refined, high-impact sustainability insights in a user-friendly way.
I restructured the page to distinguish between quantitative and qualitative data and reorganized the information architecture based on content priority. This allowed us to deliver refined, high-impact sustainability insights in a user-friendly way.
Impact
Impact
Brand page visits increased by 488% within 3 months of the redesign.
Brand page visits increased by 488% within 3 months of the redesign.
I restructured the page to distinguish between quantitative and qualitative data and reorganized the information architecture based on content priority. This allowed us to deliver refined, high-impact sustainability insights in a user-friendly way.
I restructured the page to distinguish between quantitative and qualitative data and reorganized the information architecture based on content priority. This allowed us to deliver refined, high-impact sustainability insights in a user-friendly way.
488% ↑
Brand Page Visit
within 3 months after redesign
Visits to brand pages grew ~7× faster than overall service traffic, and inbound requests to create new brand pages increased—showing traction from both users and potential partner brands.
Visits to brand pages grew ~7× faster than overall service traffic, and inbound requests to create new brand pages increased—showing traction from both users and potential partner brands.