E-Commerce Platform Redesign

Role: Lead Developer & UX Designer | Timeline: 4 months | Team: Solo project with stakeholder collaboration This project reimagined the complete e-commerce experience for a growing online retailer managing 5,000+ products. The goal was to create a platform that not only scales technically but also builds trust and reduces friction throughout the customer journey.

Research revealed three critical issues: 1) Users felt overwhelmed by product selection and unclear categorization, 2) Cart abandonment rate was 73% due to complicated checkout, 3) Security concerns prevented purchase completion. Key Objectives: • Reduce cart abandonment by 40% • Improve product discovery with intuitive search and filtering • Build trust through transparent security and clear payment processes • Create a mobile-first responsive experience • Implement real-time inventory to prevent overselling

Conducted user interviews with 15 customers and competitive analysis of 5 leading e-commerce platforms. Key findings: • 80% of users abandoned carts due to unexpected costs or complex forms • Users wanted visual confirmation of security (badges, clear payment info) • Mobile users struggled with small touch targets and complex filters • Fast load times were critical for product browsing Competitive insights showed successful platforms prioritized: - One-page checkout flows - Progressive disclosure of information - Clear, visual product categorization - Persistent shopping cart indicators

Created comprehensive wireframes for product catalog, individual product pages, shopping cart, and checkout flow. Information architecture reorganized products into intuitive categories with smart filtering. Key Design Decisions: • Card-based product grid with hover previews • Sticky filter sidebar with real-time result counts • Breadcrumb navigation for easy backtracking • Visual trust indicators throughout checkout • Consistent spacing and typography using Tailwind design system • Color-coded action buttons (blue for primary, subtle for secondary)

Built interactive prototypes using Next.js with real product data. Conducted usability testing with 10 participants across mobile and desktop. Iteration Results: • Simplified filter options from 15 to 7 most-used categories • Added product quick-view modal (reduced clicks to purchase) • Introduced progress indicator in checkout (increased completion by 35%) • Enhanced security badge visibility after users missed trust indicators • Optimized mobile touch targets to minimum 44px (accessibility improvement) Testing revealed users completed purchases 45% faster with the new design.

Dynamic product displays with advanced filtering and intelligent search capabilities. The catalog handles 5,000+ products while maintaining sub-second load times through server-side rendering and image optimization. Features: • Smart search with autocomplete and typo tolerance • Multi-facet filtering (price, category, rating, availability) • Sort options (relevance, price, popularity, new arrivals) • Lazy loading for smooth infinite scroll • Grid/list view toggle for user preference

Streamlined single-page checkout with progressive form disclosure and real-time validation. Integrated Stripe for secure payment processing with clear status updates. Key Features: • Auto-fill address suggestions • Multiple payment options (card, digital wallets) • Real-time inventory check to prevent overselling • Order summary sticky sidebar • Security badges and SSL indicators • Guest checkout option (reduced friction) • Save payment methods for returning customers

The redesigned platform exceeded all target metrics: • Cart abandonment decreased from 73% to 28% (62% improvement) • Average time to purchase reduced by 45% • Mobile conversion rate increased 89% • Customer satisfaction score improved from 3.2 to 4.7/5 • Page load times decreased from 4.2s to 1.1s • Return customer rate increased by 34% User feedback highlighted the 'smooth checkout process' and 'easy product finding' as major improvements. The platform successfully processed 10,000+ orders in the first month post-launch.

Future Improvements: • Implement AI-powered product recommendations • Add augmented reality product previews for select categories • Develop a loyalty rewards program • Expand payment options to include buy-now-pay-later services • Create a wishlist sharing feature for social shopping Key Learnings: • User trust is built through transparency and clear communication • Performance optimization is crucial for conversion rates • Mobile-first design is essential for modern e-commerce • Iterative testing leads to better solutions than assumptions • Balancing feature richness with simplicity requires continuous refinement This project reinforced the importance of putting user needs at the center of technical decisions. The successful metrics validated that investing in UX research and iterative design directly impacts business outcomes.