E-commerce experience redesign

The challenge

The existing e-commerce website had an established visual identity, but the shopping experience needed significant improvement. Product discovery was not intuitive, the catalog and filtering system had usability issues, and several pages lacked a clear and effective structure.

The goal was to improve the overall user experience and make the website easier and more engaging to use without changing the existing brand identity.

My role

I worked across the UX and UI redesign, starting with competitor research and identifying key usability problems. I helped define the user flow, rethink the structure of the main shopping journeys and develop solutions together with the team.

I redesigned the key pages and interactions, including the catalog, filters, product cards and product pages, as well as the mobile experience. I also created the UI kit and introduced more modern, subtle interactions and animations.

What I changed

1. 01Improved product discovery

   Restructured the catalog and product presentation to make it easier for users to browse, compare and find relevant products.

2. 02Redesigned filtering

   Reworked the filter structure and interface to reflect actual user needs and make product discovery more intuitive.

3. 03Refined key shopping pages

   Redesigned product cards, product pages and other core e-commerce screens while keeping the existing brand identity intact.

4. 04Modernized the experience

   Introduced a cleaner interface, smoother interactions and subtle animations to make the overall experience feel more modern and engaging.

5. 05Designed for mobile

   Adapted the key user journeys and interface patterns for mobile devices.

6. 06Built a UI kit

   Created a consistent set of UI elements and components to support the redesigned experience across the website.

The result

The redesign became part of a broader team effort that significantly improved the e-commerce performance.

After the changes, conversion rate, order volume and other key business metrics showed consistent growth. Over time, the client's annual revenue grew from around €40K to more than $1.5M.

The new experience also provided a clearer structure and a more scalable foundation for the website.