The website and product form one customer journey
The website creates the promise. The product experience must deliver confidence after purchase.
Customers first need to understand what dry-fire training is and whether Strikeman fits their firearm. From there, the experience has to support product selection, a confident purchase, clear setup, and a successful first training session. I treated those moments as one connected journey instead of separate website and app tasks.
Reduce friction across product education, cart, setup, and onboarding.
Define flows, states, and edge cases before development locks decisions in.
Help customers understand the value before and after purchase.
Connect design work to conversion, checkout, activation, and retention.
From UX strategy through implementation
I support Strikeman from early problem definition through development review. That includes research and user problems, business goals, information architecture, screen hierarchy, product education, responsive behavior, detailed specifications, edge cases, QA, and iteration during implementation.
- 01Strategy and researchConnect customer problems, product logic, and business goals.
- 02Architecture and flowsDefine navigation, screen hierarchy, product states, and decision points.
- 03UI and implementationCreate responsive screens, development-ready specifications, and QA feedback.
Lead with a clearer product story
The redesigned homepage explains the system sooner and gives customers clearer paths to the Standard Kit, setup guidance, and product comparison.
The earlier experience used long promotional sections and competing calls to action. The redesign establishes a more direct value proposition, introduces the physical kit early, explains how the system works, and helps customers check compatibility or compare kits before committing.
Promotional content competed with product education.
A connected path from value proposition to education and comparison.
Answer purchase questions before the cart
New buyers needed clearer education, compatibility guidance, and kit information at the point of decision.
The product page brings the kit, price, review signal, caliber selection, guarantee, and primary action into a more readable sequence. Supporting content explains what comes with the product and how training works without pulling customers away from the purchase path.
Product information and actions were spread through a long mobile page.
Purchase information stays organized around the decision and follows the customer while scrolling.
Add-to-cart rate after clearer education, compatibility information, and kit comparison.
Protect momentum at the closest point to purchase
Research showed that customers could understand the product and still hesitate because of price, discount clarity, or a need for reassurance.
The new drawer makes the order easier to scan, keeps the promotion field visible, places assurance copy near checkout, and recommends relevant additions under “Complete your setup.” The recommendations support readiness while also creating an opportunity to increase average order value.
- 01Compact order reviewKeep the selected product, quantity, and total easy to scan.
- 02Visible promotion pathLet customers enter a discount code without hunting for it.
- 03Purchase reassurancePlace the guarantee, secure checkout, and included app near the call to action.
- 04Setup recommendationsSuggest additions that help customers complete their training setup.
Early results show stronger purchase momentum
Four of the 18 mobile participants abandoned the tested flow. That result showed that the cart path worked, but customers still needed more confidence near purchase. After the cart redesign, the share of customers continuing from cart to checkout increased from 69.3% to 73.9%.
Measure where hesitation affects revenue
The next measurement phase will compare before-and-after sessions as the new Shopify analytics window becomes available. The focus includes conversion, average order value, recommendation quick-adds, promotion errors, and mobile checkout completion.
The Shopify theme keeps the native product-form and cart-add path, so standard add-to-cart analytics remain available. Recommendation quick-adds use a custom drawer event for more specific tracking.