AUGUST LOCKS PRODUCTS
Improved conversion rates by double-digits for August's Smart Lock Products through UX optimization of key page elements.
Service
Experience Design
My Role
UX Lead
AUGUST LOCKS
Experience Design Project
OVERVIEW
August's fourth-gen Smart Lock installs easily without replacing deadbolts and integrates with major smart home platforms.
I optimized its website to boost add-to-cart rates, AOV, and conversions.
PROBLEM STATEMENT
August’s WiFi Smart Lock struggles with low add-to-cart rates, AOV, and conversions due to unclear value communication and unmet customer concerns. How might we optimize key page elements to improve engagement and drive sales?
DESIGN APPROACH
As the lead UX designer on this project, I collaborated closely with the product manager, data lead, lead engineer, and CRO consultant.
PROBLEM:
I started with creating a funnel analysis to outline the potential customer journey and conversion points.
Customer Journey Map
RESEARCH:
I asked the product lead for any client-provided usability research or user testing data to gather qualitative insights into site visitors' pain points from the consideration stage onward.
After gathering data, I created an affinity map clustering user motivations, pain points, and design opportunities.
User Needs and Motivations
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Need for reliable home security solutions
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Concern about product quality and durability
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Heavy reliance on social proof and expert reviews
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Need for clear understanding of compatibility with existing hardware
Pain Points
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Price sensitivity as a primary purchase barrier
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Perception that smart locks are too expensive
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Hesitation to trust digital solutions for physical security
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Need for multiple validation points before purchasing
Design Opportunities
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Address functionality concerns proactively in product descriptions
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Highlight industry awards and recognition
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Incorporate user testimonials focusing on security and reliability
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Improve purchase journey enhancement by implementing educational content about smart lock benefits
I created an affinity map with user motivations, pain points, and design opportunities.
USERS AND AUDIENCE
The product's design is intended to appeal to individuals who prefer not to change their existing locks but want the added convenience and security of a smart lock.
Primary Personas
Urban Male with Young Kids
Name: Alex Carter
Age: 30-35 years old
Gender: Male
Location: Urban (Major cities with strong family residential areas)
Marital Status: Married
Children: 1-2 young kids (ages 2-6)
Occupation: Mid-to-senior level professional (Tech, Finance, Consulting, Real Estate, or Entrepreneurship)
Income Level: $120K-$200K+ per year
Education: Bachelor's or Master's degree
Lifestyle & Behaviors
Home Ownership: Owns a primary residence but also invests in rental properties
Rental Strategy: Lists secondary homes or investment properties on Airbnb for passive income
Tech-Savvy: Uses smart home technology and digital property management tools
Financially Driven: Seeks ways to maximize ROI on rental properties
Urban Renter
Name: Daniel
Age: 30-35 years old
Gender: Male
Location: Urban (Metro areas with strong rental markets)
Marital Status: Not Married or in a long-term relationship
Children: No kids
Occupation: Mid-to-senior level professional (Tech, Finance, Consulting, Creative Industry)
Income Level: $80K-$120K per year
Education: Bachelor's or Master's degree
Lifestyle & Behaviors
Rents a home/apartment in a prime urban area
for convenience
Prefers amenities & lifestyle perks (gym, parks, walkability, childcare access) over homeownership
Tech-Savvy: Uses smart home devices & digital leasing platforms
Financially Cautious: Balances expenses, rent, and savings for the future
Lifestyle-Focused: Values work-life balance, prefers low-maintenance living
SCOPE AND CONSTRAINTS
The tests, conducted within a set period, aimed to increase conversion rates while navigating tracking constraints and a tight timeframe for actionable insights.
IDEATION AND PROTOTYPING
Based on research, I designed the new flow, wireframes, and prototypes. Leading a design sprint, my team and I refined ideas into a solution with:
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Crazy 8s
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Storyboarding
WIREFRAMES
TESTING AND IMPLIMENTATION OF FINAL DESIGNS
1. Hero Image Copy - Product Pages
Hypothesis: Emphasizing security and quality in the hero image copy will increase the Add to Cart (ATC) percentage by aligning with users' concerns about safety and reliability.
Design Strategy: Focus the hero image copy on security and quality benefits, building trust and confidence so users quickly grasp the advantages without extra details.
RESULT: The purchase conversion rate saw single-digit growth, validating the effectiveness of highlighting security and quality in the copy and demonstrating a positive impact on user confidence and engagement.
2. Upsell on Add To Cart
Hypothesis: Focus the popup on complementary products relevant to the main item to boost AOV and revenue, encouraging customers to complete their smart home setup.
Design Strategy: Rather than a standard cart summary, the design featured a "Complete your smart home" section below it, showcasing related products (like the Wi-Fi Bridge and Smart Keypad) with a clear CTA. This visually integrated upsells, making the value proposition clear and easy for users to add.
RESULT: Design changes drove double-digit AOV growth and a significant revenue boost, proving that strategic checkout upsells can yield millions in annual revenue.
Mobile View
Mobile prototype of the product
upsell design.
3. Social Proof on HomePage
Hypothesis: Placing social proof below the fold will boost brand trust, increasing Add to Cart rates and conversions. Highlighting positive reviews and endorsements enhances product credibility, driving engagement and purchase intent.
Design Strategy: The variant added a below-the-fold "social proof" section on the homepage, featuring expert quotes and trusted logos (Tom’s Guide, CNET, Good Housekeeping) to boost credibility and user confidence.
RESULT: The experiment drove double-digit growth in "Buy Now" clicks and boosted purchase rates.
4. Exit Surveys
Hypothesis: Asking users why they exit without purchasing offers insights to refine product, pricing, and boost conversions.
Design Strategy: Launched a targeted exit survey enabling users to share their main concerns upon leaving, helping the team identify conversion barriers and ensuring customers feel heard and valued.
RESULT: Exit surveys revealed price and product functionality as top concerns, guiding refinements in product details and pricing strategies—better aligning with user expectations and driving conversions.
Overall, these tests offered valuable insights into user behavior and the effectiveness of various strategies, underscoring the importance of continuous testing and optimization in CRO efforts.
NEXT STEPS:
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Improve cart UX hierarchy and design clarity to drive more users to complete the add‑to‑cart action.
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Finalize the CTA font size test, applying successful results sitewide to encourage add‑to‑cart actions.
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Refine promotional strategies, minimizing user friction during sales to maximize conversions and boost overall revenue.