A well-established fashion retailer was experiencing high cart abandonment rates and low conversion rates despite significant website traffic. Their e-commerce platform had not been updated in 5 years and was falling behind competitors in terms of user experience.
The project aimed to redesign the entire shopping journey, from product discovery to checkout, with a focus on mobile users who represented 65% of their traffic.
User research revealed several critical issues with the existing platform:
1. Complex Navigation: Users struggled to find products due to confusing categorization
2. Slow Performance: Page load times averaged 5+ seconds on mobile
3. Checkout Friction: 7-step checkout process with mandatory account creation
4. Poor Mobile Experience: Non-responsive design elements and tiny touch targets
We employed a research-driven approach, starting with in-depth user interviews, heuristic evaluation, and competitive analysis. We created detailed user personas and journey maps to identify pain points and opportunities.
1. Simplified Navigation: Implemented mega-menu with visual categories and improved search functionality
2. Progressive Web App: Converted the site to a PWA for faster loading and offline capabilities
3. One-Page Checkout: Reduced checkout from 7 steps to a single, streamlined page
4. Guest Checkout: Added option to checkout without creating an account
5. Mobile-First Design: Completely redesigned interface with larger touch targets and mobile-optimized layouts
6. Visual Search: Implemented AI-powered visual search for fashion items
The redesigned platform launched in Q4 2023 and immediately showed dramatic improvements. Beyond the conversion rate increase, customer satisfaction scores improved by 52%, and average order value increased by 18% due to better cross-selling and upselling features.
The mobile PWA implementation resulted in a 72% faster load time on mobile devices, and the one-page checkout reduced average checkout time from 4.5 minutes to just 1.2 minutes.