sklnsmonlkey Studio

E-Commerce Platform Redesign

UX Designer: Sofia Chen

Project Overview

We revitalized an outdated e-commerce platform with intuitive navigation, streamlined checkout process, and personalized recommendation system. The project focused on modernizing the user experience while maintaining brand familiarity for existing customers.

The Challenge

Our client, an established multi-category retailer, was losing market share to competitors with more modern digital experiences. Their existing platform suffered from confusing navigation, a cumbersome checkout process, and limited mobile functionality, resulting in high cart abandonment rates and declining customer satisfaction.

Additionally, the client wanted to implement personalized product recommendations and improve cross-selling capabilities without overwhelming users or creating privacy concerns.

Our Approach

We began with comprehensive user research, including customer interviews, session recordings analysis, and heatmap studies to identify pain points in the existing user journey. Our UX team created detailed customer personas and journey maps to guide the redesign process.

The new interface was designed with a mobile-first approach, ensuring optimal experiences across all devices. We simplified the navigation structure, reduced the checkout process from six steps to three, and implemented contextual search functionality with visual filtering options.

For personalization, we designed an AI-driven recommendation engine that analyzes browsing history, purchase patterns, and item affinity to suggest relevant products. To address privacy concerns, we created transparent user controls for personalization settings and implemented clear data usage policies.

Results

The redesigned platform delivered impressive performance improvements:

• Conversion rates increased by 45% within the first quarter
• Cart abandonment decreased by 30%
• Mobile transactions grew by 78% year-over-year
• Average order value increased by 23% due to effective cross-selling
• Customer satisfaction scores improved from 3.2 to 4.7 out of 5

The client reported that the redesign not only reversed their declining market position but positioned them as an industry leader in digital retail experience, attracting younger demographics while retaining their loyal customer base.