Ecommerce Website Redesign

Transforming an underperforming e-commerce platform through strategic UX/UI redesign, resulting in significant improvements in conversion rates, user engagement, and revenue generation.

Session duration
+ 0 %
Revenue per visit
+ 0 %
Conversion rate
+ 0 %
Bounce Rate Decrease
- 0 %

Role

UX/UI Designer

Timeline

4 months

Team Size

8 people

Platform

iOS, Android, Web

Project Overview
The e-commerce store was experiencing a decline in online sales and receiving negative feedback from customers regarding the website’s usability and aesthetic. The design team was tasked with conducting research, analyzing data, and creating a new UX and UI design that addressed these issues and met the business goals. The goal was to deliver a site experience that better addresses the wants and needs of users while providing internal teams improved speed to market, reliable data insights, and operational flexibility.
The Challenge
The previous e-commerce experience was outdated, inconsistent, and underperforming. It suffered from declining online sales, negative user feedback, and frustration around usability and visual clutter.

Key Problems Identified:

  • Cluttered homepage with poor visual hierarchy
  • Confusing navigation structure
  • Slow page load times impacting SEO and engagement
  • Inconsistent mobile experience
  • Ineffective product search and weak product discovery
  • Low conversion and high bounce rates
Project Scope

Objectives

  • Increase online sales
  • Improve customer satisfaction
  • Differentiate from competitors
  • Optimize mobile experience

Target Audience

  • Online shoppers seeking electronics & appliances
  • Frist time owners
  • Price-conscious consumers
  • Rental & Monthly payements options

Deliverables

  • Homepage redesign
  • Product listing pages
  • Product detail pages
  • Optimized designs and services

Business Goals

Clear business goals and design principles guided our approach to creating a successful e-commerce experience.

Increase Online Sales

Improve conversion rate and average order value through better user experience

Target: 15% increase in conversion

Enhance Customer Satisfaction

Deliver a clean, intuitive, and responsive shopping experience

Target: Improved customer ratings

Reduce Bounce Rate

Keep users engaged and guide them to purchase

Target: 25% reduction in bounce rate

Enable Business Agility

Build modular, scalable design components for faster updates and testing

Target: Faster time-to-market

Problem Statement

Through user research and data analysis, we identified key pain points that were preventing the e-commerce store from reaching its potential.

Confusing Navigation

Users struggled to find products due to poorly organized menu structure and unclear categorization.

Slow Loading Times

Page load speeds were significantly impacting user experience and search engine rankings.

Cluttered Homepage

Too much information and poor visual hierarchy made it difficult for users to focus on key actions.

High Bounce Rate

Users were leaving the site quickly without engaging with products or making purchases.

Business Impact

Declining Revenue

Online sales were dropping month-over-month due to poor user experience

Customer Dissatisfaction

Negative feedback and complaints about website usability were increasing

Competitive Disadvantage

Falling behind competitors with more modern and user-friendly platforms

Discovery & Research

During the discovery phase, the design team conducted a thorough analysis of the existing website, including user research, competitor analysis, and data analysis. The team also held stakeholder meetings to gather information about the business goals and pain points.

User Research

  • Customer interviews
  • Usability testing
  • User journey mapping
  • Behavior analytics

Data Analysis

  • Heat mapping
  • Conversion funnels
  • Exit page analysis
  • A/B test insights

Competitive Analysis

  • Market positioning
  • Feature comparison
  • UX benchmarking
  • Best practices audit

Design Process

The design team followed a comprehensive, user-centered design methodology:
1

Conduct user research and analyze data

2

Define personas and create user flows

3

Sketch and wireframe designs

4

Conduct usability testing

5

Refine designs based on feedback

6

Create high-fidelity prototypes

7

Conduct user testing on the prototypes

8

Refine designs based on feedback

9

Develop final designs

Results & Impact

Product Listing Page

New experience to improve browsing and product location

21% bounce rate decrease

Enhanced filtering, sorting, and visual hierarchy

Product Detail Page

Improved decision-making ease and customer confidence

15% conversion rate increase

10% session duration increase

14% revenue per visit increase

Product Bundling

Bundle compatible products for optimized shopping experience

3.4% incremental demand

$15 average order value increase

Built-in upselling and cross-selling strategy

Dynamic Recommendations

Personalized product recommendations at key journey points

15% conversion rate increase

10% session duration increase

14% revenue per visit increase

Site Search Enhancements

Rich search results based on location and inventory status

13% search exit decrease

12% conversion rate increase

Advanced filtering and auto-complete

Mobile Optimization

All experiences designed mobile-first and thoroughly tested

26% bounce rate decrease

15% conversion rate increase

14% revenue per visit increase

Design System & Navigation

Modular Design Approach

The redesign implemented a modular design system optimized for ease of use across all devices, business flexibility, and speed to market. This approach also provides opportunities for cleaner data insights, improved SEO value, and enhanced page load times.

Navigation

Improved wayfinding with clear hierarchy & consistent brand experience

Performance

Optimized loading times and responsive design across all breakpoints

Consistency

Unified component library ensuring brand consistency throughout
Results & Impact
Bounce Rate Decrease
- 0 %
Conversion Rate Increase
0 %
Revenue Per Visit Increase
0 %
Recommendation
0 X
Results & Impact
  • Improved Navigation: Testing results and user feedback showed overwhelmingly positive response to the new navigation and consistent brand experience
  • Enhanced Performance: Modular design system provided improved speed to market, reliable data insights, and operational flexibility
  • Mobile Excellence: All features were designed and developed with mobile use as the primary focus, thoroughly tested for optimal performance
  • Revenue Growth: Significant improvements in conversion rates and average order values directly impacted the bottom line

Conclusion

The redesign of the e-commerce store website was a success in improving the overall user experience and meeting business goals. By conducting thorough research, analyzing data, and following a rigorous design process, the design team created a website that increased online sales, improved customer satisfaction, and differentiated the business from competitors. The results demonstrate the importance of investing in UX and UI design for e-commerce websites.
UX Research
UI Design
E-commerce
Conversion Optimization
User Testing

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