E-commerce UX/UI
redesign for a women's
health platform
Redesigned Binto’s product discovery, subscription management, and checkout journeys, increasing purchase-to-subscription conversion by 5% within two months.
Business context
Binto is a women’s health platform offering personalized, formulated supplement subscriptions. The platform combines guided health assessments, licensed medical consultations, and automated recommendations to help customers choose supplement plans that fit their needs.
Project in facts
- Healthcare, E-commerce
- USA
- UX/UI designer, Fullstack developer, PM
- November 2021 – March 2022
- UX/UI audit, Redesign, Ruby on Rails development, React JS development
- Ruby on Rails, React, MySQL, Sidekiq, AWS S3
Challenge
The existing experience made it difficult for customers to find relevant products, compare options, understand the total cost, and choose between one-time purchases and subscriptions. Unclear shipping information and limited subscription controls created additional friction during checkout.
Product goals
- Help customers find supplement plans relevant to their needs
- Reduce friction across product discovery, checkout, and subscription management
- Strengthen customer retention through a more transparent and flexible purchasing experience
Solutions
We conducted a UX/UI audit to identify conversion barriers across the storefront, customer dashboard, and checkout. We then redesigned the highest-impact journeys, including product discovery, plan selection, and purchase. Product pages received clearer content, FAQs, customer reviews, and mobile-first layouts.
We redesigned the customer dashboard to give subscribers more control over their plans, surface personalized communications, and support referral workflows. Finally, we stripped friction from the checkout flow by introducing transparent, upfront pricing, shipping costs, and promotional data.
Product page
Added clearer product guidance, FAQs, customer reviews, and mobile-first layouts.
Plan management
Added flexible purchase options, personalized communications, and referral tools.
Checkout refinement
Made product prices, shipping costs, and discounts visible before purchase confirmation.
Engineering approach
The platform leverages Ruby on Rails architecture, enabling us to continuously extend features without disrupting the core subscription workflow or user experience. We incrementally modernized key user-facing modules using React and Tailwind CSS to enhance interface consistency and responsiveness.
New capabilities, including flexible subscription management, consultation scheduling, product add-ons, and expanded shipping options, were integrated alongside these frontend updates. Stripe continues to power secure subscription billing. AWS S3 handles scalable file storage and Sidekiq manages background processing to guarantee non-blocking performance under load.
Business impact
Result
Rubyroid Labs redesigned Binto’s key commercial journeys, from product discovery and plan selection to checkout, and expanded the platform with subscription, account-management, and purchase-flow capabilities.
The team delivered UX/UI design for the customer-facing experience and implemented the required functionality in the existing application.
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Competitive edge
Modern e-commerce patterns made the platform more compelling for new customers while preserving its personalized healthcare approach.
Turn more purchases into subscriptions
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