CRO · UI/UX DESIGN · A/B TESTING
2025

Say less. Convert 27% more.

Say less. Convert 27% more.

Higher-level value props beat detailed product breakdowns.

Client
Little Spoon
scope
CRO · UI/UX DESIGN · A/B TESTING
year
2025
Overview

The brief.

The brief.

The brief.

Little Spoon is a direct-to-consumer food delivery company for kids from infancy through about age five.


The V1 landing page broke each product into detailed subcategories. It was thorough, but it risked burying visitors in information. I redesigned how the page presents products, with one question: does a visitor decide faster with less to read?

Control page

Control page

Roadmap V4

Roadmap V4

THE PROCESS

Test, read the data, rebuild.

Test, read the data, rebuild.

01 · THE PROBLEM

Too much information.
V1 split every product into detailed subcategories. Oversharing can slow people down and

create confusion before they ever reach the products.

02 · THE REDESIGN

One clear value prop card per product.
V4 presents each product through higher-level value propositions, so users get product information faster,
broken down into bullet points instead a block of text.

One clear value prop card per product.
V4 presents each product through higher-level value propositions, so users get product

information faster, broken down into bullet points instead a block of text.

03 · THE BEHAVIOR

What people did on V4.

Users scrolled deep, clicked flavors, and mostly ignored the competitor comparison module.

TOP PAGE INTERACTIONS · V4

37%

of clicks on "Explore
Our Flavors"

of clicks on "Explore
Our Flavors"

75%

scrolled down to the "Meet

Our Flavors" module

scrolled down to the "Meet

Our Flavors" module

41%

more time spent on Roadmap
V4 vs roadmap V1

more time spent on Roadmap V4

The Challenge


Detail that slowed people down.

V1 explained each product in depth, with detailed subcategories. That level of detail risked confusing visitors before they understood what each product was for.

Detail that slowed people down.

V1 explained each product in depth, with detailed subcategories. That level of detail risked confusing visitors before they understood what each product was for.

the solution

Say less, say it clearly.

V4 swapped subcategory breakdowns for a high-level value prop per product. Clear value props and social proof proved stronger selling points than in-depth product detail.

Say less, say it clearly.
V4 swapped subcategory breakdowns for a high-level value prop per product. Clear value props and social proof proved stronger selling points than in-depth product detail.


Say less, say it clearly.
V4 swapped subcategory breakdowns for a high-level value prop per product. Clear value props and social proof proved stronger selling points than in-depth product detail.

Detail risked oversharing

Detail risked oversharing

High-level value props

High-level value props

37% of clicks on flavors

37% of clicks on flavors

Flavors stay prominent

“What Standby offers” checklist

Heavy blocks of text

Heavy blocks of text

Condensed bullet points

“What Standby offers” checklist

Detail that slowed people down.

V1 explained each product in depth, with detailed subcategories. That level of detail risked confusing visitors before they understood what each product was for.

RESULTS

V4 converted 27% higher, and users spent 41% more time on the page.

V4 vs. V1, with little difference in bounce rate, a sign the content was more compelling.

more projects
Research - UI/UX Design - Growth

From user interviews to a 111% conversion lift

Users didn’t distrust Standby, they didn’t understand it. Fixing the message fixed the funnel.

+111%

Reservation conversion rate

18%

Account creation, organic traffic

USER RESEARCH · SERVICE DESIGN · LEADERSHIP

From user interviews to a 111% conversion lift

Users didn’t distrust Standby, they didn’t understand it. Fixing the message fixed the funnel.

+111%

Reservation conversion rate

18%

Account creation, organic traffic

OPEN TO NEW ROLES · 2026

Hiring for UX, CRO or research?
Let’s talk

email me
email me
OPEN TO NEW ROLES · 2026

Hiring for UX, CRO or research?
Let’s talk

email me
OPEN TO NEW ROLES · 2026

Hiring for UX, CRO or research?
Let’s talk

email me