No Frills Starter Set – DSC Landing Page Redesign
Redesigned the Dollar Shave Club No Frills starter set landing page for paid social traffic, replacing a low-converting product detail page with a purpose-built, conversion-focused flow that significantly outperformed the original in A/B testing.
The Challenge
Dollar Shave Club was routing cold paid social traffic to the standard product detail page (PDP) — a layout designed for organic shoppers already familiar with the brand. Conversion was significantly underperforming channel benchmarks, with high bounce rates and low add-to-cart on the highest-intent acquisition product in the catalog: the No Frills starter set. The page needed a complete rethink optimized for cold traffic, not just a cosmetic refresh.
- Standard PDP was not designed for cold paid social traffic
- High bounce and low conversion on the brand's flagship acquisition product
- Layout assumed brand familiarity that new social audiences didn't have
- No mobile-optimized flow despite paid social being mobile-first
Key Metrics
My Role
Lead UX Designer — led UX strategy, wireframes, and final design for the LP redesign, and defined the A/B test structure against the existing PDP.
The Team
Director of Media, Performance Marketing Lead, Engineering, and CRO Analyst.
Tools Used
Figma for design and prototyping, Shopify Custom Liquid for implementation, FullStory for behavioral analysis, and the internal A/B testing platform for variant testing against the PDP.
Interested in working together?
Let's discuss how I can help improve your user experience