E-Commerce Website
Project Overview
Role: Lead UI/UX Designer
Duration: 8 weeks
Tools: Figma, FigJam, Miro, Adobe Photoshop, Notion
Team: Solo project (collaborated with a fictional development team for handoff)
ShopSwift is a modern, multi-category e-commerce platform specializing in fashion, electronics, and lifestyle products. The goal of this redesign was to transform an outdated, conversion-killing website into a fast, intuitive, and visually appealing shopping experience that competes with industry leaders like ASOS, Zalando, and Amazon.
The Challenge
- High bounce rate (68%) on the previous site
- Confusing navigation with more than 7 levels of categories
- Slow page load times due to unoptimized images and heavy scripts
- Poor mobile experience (only 28% of traffic converted on mobile)
- Outdated visual identity that no longer reflected the brand’s youthful energy
My Design Goals
- Increase conversion rate by at least 30%
- Achieve a mobile Google PageSpeed score above 90
- Simplify product discovery with smart mega-menu and predictive search
- Create a cohesive, premium yet approachable visual language
- Implement accessibility standards (WCAG 2.1 AA)
Research & Discovery
Conducted competitive analysis of 12 leading e-commerce sites, ran 3 rounds of remote user interviews (18 participants), analyzed heatmaps and session recordings from Hotjar, and created affinity maps to identify core pain points.
Key insights:
- Users abandon if they can’t find a product within 3 clicks
- Trust signals (free shipping, easy returns, reviews) heavily influence purchase decisions
- 58% of users shop primarily on mobile during evenings
Information Architecture & User Flow
Rebuilt the entire IA from scratch:
- Reduced category depth from 7 to 3 levels
- Introduced persistent filters + saved filter presets
- Designed a one-page checkout flow (desktop & mobile)
- Created account dashboard with order tracking, wishlists, and personalized recommendations
- Hero carousel with auto-rotating value propositions
- Dynamic “Trending Now” section powered by real-time data
- Curated category cards with hover micro-interactions
- Trust bar (free shipping, 30-day returns, secure payment)
- Smart mega menu with featured images and promotional slots
- Predictive search with product thumbnails, search suggestions, and recent searches
- Voice search support (mobile)
- Infinite scroll + “Load more” fallback
- Persistent sidebar filters that collapse gracefully on mobile
- Quick-view modal to reduce clicks
- Sorting options with clear visual feedback
- Sticky “Add to Cart” bar on mobile
- Image gallery with zoom, 360° view option, and video support
- Size selector with size guide pop-up and “Find My Size” quiz integration
- Social proof section: ratings, reviews with photos, Q&A
- Related products + “Complete the look” recommendations
- Single-page checkout with progress indicator
- Guest checkout as default (account creation optional post-purchase)
- Address autocomplete powered by Google Places
- Multiple payment methods: card, PayPal, Apple Pay, Klarna, After pay
- Order summary always visible on desktop, collapsible on mobile
- Proper heading hierarchy and ARIA labels
- Minimum 4.5:1 contrast ratio throughout
- Keyboard-navigable mega menu and modals
- Optimized images (WebP format, lazy loading)
- Reduced motion preferences respected
- Conversion rate ↑ 42%
- Average order value ↑ 18%
- Bounce rate ↓ from 68% to 31%
- Mobile Page Speed score: 94/100
- Desktop Page Speed score: 98/100
- Customer satisfaction score (CSAT): 4.8/5
