E-commerce Platform Redesign

Product Design Case Study

Project Overview

A complete redesign of an established e-commerce platform serving 150,000+ monthly active users. The project focused on improving conversion rates, reducing cart abandonment, and creating a more intuitive shopping experience across web and mobile platforms.

The Problem

The existing platform had a 68% cart abandonment rate and declining user engagement. Customer feedback revealed frustration with the checkout process, poor product discovery, and inconsistent experiences across devices. Sales had plateaued despite growing traffic.

My Role

Lead Product Designer responsible for user research, information architecture, interaction design, and visual design. I collaborated closely with product managers, developers, and stakeholders throughout the 6-month redesign process.

Research & Discovery

• User Interviews: 30+ customers across different demographics and shopping behaviors
• Analytics Review: Deep dive into user flow data, heat maps, and conversion funnels
• Competitive Analysis: Evaluated 8 leading e-commerce platforms for best practices
• Usability Testing: Identified key pain points in the existing user journey

Design Solutions

Streamlined Navigation: Redesigned information architecture with AI-powered product recommendations and improved search functionality.

Enhanced Product Pages: Created immersive product experiences with 360° views, detailed specifications, and social proof integration.

Simplified Checkout: Reduced checkout from 6 steps to 3, with guest checkout options and multiple payment methods.

Mobile-First Approach: Designed responsive experiences that prioritize mobile users while maintaining desktop functionality.

Key Metrics

• Cart Abandonment: Reduced from 68% to 45%
• Conversion Rate: Increased by 32% within 3 months of launch
• Mobile Revenue: Grew 85% year-over-year
• User Satisfaction: NPS score improved from 6.2 to 8.4

Implementation & Impact

The redesign launched in phases with A/B testing for critical components. Post-launch monitoring showed sustained improvements in user engagement and business metrics. The new design system reduced development time for future features by 40%.

Tools & Process

Figma for design and prototyping, Maze for user testing, Amplitude for analytics tracking, and Principle for complex interactions. Followed design thinking methodology with weekly stakeholder reviews and bi-weekly user testing sessions.