Brief
Optimize the user experience and overall performance
Laboratoire Dr Renaud mandated Maze to optimize the user experience of its Shopify store and improve overall eCommerce platform performance. In a context where the brand already enjoys strong recognition, the challenge was to maximize site effectiveness by better understanding user behaviors and friction points in the journey.
Goals
Strengthen conversion and loyalty
The project aimed to improve site performance by making navigation easier, optimizing purchase journeys, and strengthening relationships with existing customers.
The goal was also to structure loyalty mechanisms that support purchase recurrence while delivering a personalized experience coherent with the brand’s positioning.
Tools and partners
Complexity and challenge
Optimize an existing experience without harming brand perception
The main challenge was optimizing an already live site without compromising brand image or existing landmarks for loyal users. The experience needed deep improvement while preserving visual continuity and coherence with the brand universe. It wasn’t about radically transforming the interface, but evolving it strategically.
Complexity also came from diverse user behaviors. Some customers discover the brand, while others already know the products and want to repurchase quickly. The challenge was therefore to design an experience that serves these different maturity levels.
Finally, the project needed to integrate a CRM and marketing dimension. The experience isn’t limited to the site: it sits within a broader ecosystem where interactions must be coherent, personalized, and oriented toward loyalty.
Approach
Behavioral analysis and journey optimization
The mandate began with a deep analysis of browsing behavior to identify friction points in the user experience. Maze studied user journeys, page structure, and key site interactions to understand performance loss zones and optimization opportunities. From these findings, a structured approach was defined to improve experience clarity, simplify journeys, and strengthen strategic touchpoints. Marketing and CRM strategy were also considered to ensure coherence between the site and communications sent to different customer segments.
Solution
An experience redesign aligned with behaviors and loyalty
The solution relied on a global approach to align user experience, site structure, and loyalty levers with real user behaviors. Information architecture was first restructured to clarify content and product organization. This new structure better guides navigation, reduces friction points, and makes key information easier to access.
Interfaces were then optimized ergonomically for a more intuitive, fluid experience. Every interaction was rethought to simplify decision-making and support purchase. A loyalty strategy was also integrated, including an adapted loyalty program. This approach strengthens customer relationships and encourages repurchase. In parallel, marketing actions were optimized to offer personalized journeys by customer segment, creating more relevant, engaging interactions. Together, these interventions transformed the site into a coherent system where UX, marketing, and loyalty work together to improve performance.
Results
A smoother experience and stronger performance
Thanks to these optimizations, Laboratoire Dr Renaud now benefits from a clearer, smoother, better-structured user experience. Journeys are simplified, interactions are more effective, and loyalty mechanisms strengthen relationships with existing customers. The site is now better aligned with the brand’s performance objectives, providing a solid foundation to support growth and maximize marketing impact.
“Great expertise while listening to customer needs. This is key. A great balance between creativity and performance. They helped us upgrade certain aspects of our Shopify and Klaviyo sites. In short, my experience with Maze's agile team lived up to our expectations.”
Laboratoire Dr Renaud
