Reimagining E-commerce for Modern Shoppers
Transforming a legacy e-commerce platform into an intuitive, omni-channel shopping experience that increased conversions by 42%
Project Overview
FutureShop needed to transform their dated e-commerce platform into an intuitive, omni-channel shopping experience. The existing system suffered from high cart abandonment rates and poor mobile performance. Our goal was to create a seamless, personalized shopping journey that would increase conversion rates and customer loyalty.
42%
Conversion Increase
27%
Reduced Abandonment
6
Months Timeline
The Challenge
FutureShop faced three critical challenges: First, their legacy platform was struggling with a 37% cart abandonment rate. Second, mobile conversions were 40% lower than desktop despite mobile traffic being higher. Finally, their personalization engine was failing to deliver relevant product recommendations, resulting in low cross-selling success.
Research & Discovery
Conducted user interviews, competitive analysis, and heuristic evaluation of the existing platform to identify pain points and opportunities.
Design & Prototyping
Created wireframes, user flows, and high-fidelity mockups focused on simplifying the checkout process and improving mobile usability.
Testing & Implementation
Conducted usability testing with target users, iterating on designs before final handoff to the development team.
Project Gallery
Results & Impact
Within three months of launch, FutureShop experienced a 27% reduction in cart abandonment rate and a 42% increase in mobile conversion rate.
Before
- 37% cart abandonment rate
- Low mobile conversion (40% below desktop)
- Poor product recommendations
After
- 27% reduction in abandonment
- 42% increase in mobile conversion
- Personalized shopping experience
"The redesigned experience has completely transformed our business. Our customers frequently comment on how much easier it is to shop with us now, and our sales numbers reflect that satisfaction. The UX team truly understood our customers' needs better than we did."
Sarah Johnson
Chief Digital Officer, FutureShop Inc.
Key Learnings
User-First Approach
Prioritizing user needs over business requirements ultimately led to better business outcomes, proving that good UX is good business.
Mobile Optimization
Taking a mobile-first approach created a more focused experience that translated well to larger screens while ensuring optimal performance.
Iterative Testing
Regular user testing throughout the process allowed for quick iterations and prevented major redesigns late in the project.
Collaborative Process
Close collaboration between design, development, and stakeholders ensured alignment and efficient implementation.
Client
FutureShop Inc.Industry
E-commerceMy Role
Lead UX Designer
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