Back to Portfolio
E-commerce2021-2022

E-commerce Platform Redesign

Complete redesign of an e-commerce platform using data-driven design decisions, resulting in 150% conversion rate increase and significantly improved user experience.

E-commerce Platform Redesign

Duration

10 months

Team

4 designers, 8 developers, 2 researchers

Role

Senior UX Designer

Category

E-commerce

The Challenge

Low conversion rates, high cart abandonment, and poor user engagement indicated significant usability issues throughout the purchasing journey.

The Solution

Implemented comprehensive A/B testing program, user behavior analysis, and iterative design improvements based on quantitative and qualitative data insights.

AI Insights Showcase Guide

Portfolio Slots

  • E-commerce projects where analytics and user data influenced major design decisions
  • A/B testing results showing statistical significance and business impact
  • User research integration demonstrating how feedback shaped design iterations

Implementation Guide

1
Display comprehensive A/B testing results with statistical significance metrics
2
Include detailed analytics dashboards showing key performance indicators
3
Explain methodology for how user feedback and data shaped design iterations
4
Demonstrate clear ROI and business impact of data-driven design decisions

Data-Driven Insights

Heat map analysis revealed 73% of users never scrolled past the first fold
A/B testing showed simplified checkout increased completion by 89%
User session recordings identified 5 critical friction points in purchase flow
Conversion funnel analysis pinpointed exact drop-off stages for optimization

Design Process

1

Research & Discovery

Conducted extensive user interviews, analyzed existing workflows, and identified key pain points through stakeholder feedback and usability testing sessions.

  • 15 user interviews
  • Workflow analysis
  • Competitive audit
Research Process
2

Data Analysis & Testing

Analytics Dashboard

Implemented comprehensive analytics tracking, A/B testing frameworks, and user behavior analysis to inform design decisions with quantitative data.

  • User behavior tracking
  • A/B testing implementation
  • Performance metrics analysis
2

Wireframing & Information Architecture

Wireframes

Created low-fidelity wireframes to map out the user journey, restructured information architecture, and defined key user flows for optimal task completion.

  • User flow optimization
  • Information architecture
  • Navigation structure
3

Visual Design & Prototyping

Developed high-fidelity designs with a cohesive visual system, created interactive prototypes for user testing, and refined the interface based on feedback.

  • Visual design system
  • Interactive prototypes
  • User feedback integration
Visual Design

Before & After

Before

Before

Complex interface with poor usability and outdated design patterns

After

After

Clean, intuitive interface with improved workflows and modern design

Results & Impact

+150%
Conversion Rate
-45%
Cart Abandonment
+80%
User Engagement
+120%
Revenue per Visitor

Interested in Similar Results?

Let's discuss how I can help transform your product with user-centered design and proven methodologies.

Start a ConversationView More Case Studies