We implemented a well-defined, structured process to address these challenges, placing user needs at the forefront while ensuring each step was grounded in iterative design and data-driven decision-making.

By combining thorough research, prototyping, and continuous testing, I was able to create solutions that balanced user satisfaction with business goals.

This approach not only showcased my ability to tackle complex problems systematically but also highlighted my commitment to delivering impactful and user-centered designs—qualities essential for a design leader who drives results with a robust and scalable process.

We conducted 1:1 in-depth user interviews with 18 participants to identify problems with the existing flow.

We ran a deep dive on Cart, and Checkout experience to get to know pain points and improvement areas.

I partnered with the researcher to carry out the 1:1 interviews.

Along with UX the researcher prepared the interview script and validated it by the PM and Design head.

In parallel with conducting in-depth user interviews, I facilitated a comprehensive critique workshop involving key stakeholders: the Head of Design, Head of Product and Engineering, Customer Support Leaders, and fellow designers.

The primary objective of this workshop was to collaboratively identify pain points in the cart and checkout process and align on potential solutions.

By bringing together diverse perspectives, the session aimed to ensure that design decisions addressed both user needs and business objectives while being technically feasible.

During the workshop, I presented insights from initial user research, highlighting usability issues and behavioral patterns.

This included problems such as overwhelming information hierarchy, unclear address editing functionality, and uninspiring checkout CTAs (as showcased in the attached analysis).

Stakeholders were encouraged to share their expertise, brainstorm ideas, and critique proposed solutions.

Regular Workshops: Conducted brainstorming and feedback sessions to align on goals and user pain points.

Design Reviews: Presented iterative updates, incorporating insights from cross-functional teams (product, engineering, and marketing).

Interactive Prototypes: Created Figma prototypes to visualize flows and interactions.

Design Specs: Provided detailed guidelines to ensure consistent implementation across platforms.

Here’s an exclusive look into my Figma file, where strategy meets creativity.

These snippets showcase the design flows and detailed item tile anatomy, reflecting my meticulous approach to design.

My process involves crafting seamless user experiences through structured workflows, precise visual hierarchies, and attention to detail.

This glimpse highlights my ability to translate complex requirements into intuitive designs, ensuring clarity and usability at every step.

As a designer, I take pride in maintaining an organized and collaborative workspace, enabling teams to align easily and iterate efficiently.

This is just a small window into how I bring ideas to life, a skillset that I believe aligns perfectly with the leadership and vision your team seeks.

This indicated that users were either overlooking the address selection step or finding it unclear in the new flow.

To address this, I conducted a competitive analysis to study how other e-commerce platforms handle similar address confirmation steps.

This analysis revealed that providing a brief, contextually-timed onboarding message during the initial user interactions significantly improved user clarity and reduced errors.

Drawing inspiration from these insights, we introduced a targeted onboarding message that appeared a limited number of times, guiding users to confirm or modify their address during checkout.

This approach not only improved user understanding of the process but also minimized post-purchase errors, leading to a noticeable reduction in customer support tickets.

Through research, we identified that customers generally confirm their size during the product discovery phase, and the 'Edit Size' option in the cart was rarely utilized.

Based on this insight, the decision was made to remove the 'Edit Size' option from the cart page to streamline the shopping experience and reduce potential distractions.

However, after implementing this change, we noticed an unexpected 15% increase in exchange requests, revealing that customers still required flexibility to adjust sizes later in the purchasing journey, particularly when reviewing their order in the cart.

To address this issue, we conducted an A/B test on the new cart design: one version without the size dropdown and another with it included.

The version with the size dropdown resulted in a 12% reduction in exchange requests, validating that reintroducing the feature would better cater to customer needs without compromising the overall shopping experience.

Simplicity Matters: A streamlined checkout reduces friction and drives conversions.

Consistency is Key: Cross-platform trust builds loyalty and repeat purchases.

Data Drives Design: Insights from users ensure impactful, user-focused improvements.

Responsive Design — We ensure the layout is responsive and optimised for various screen sizes, including tablet devices for which the design never existed.Our website needed a separate design effort each time we built new features. Hence we had to spend a huge amount of bandwidth to simply adapt our experiences for the web.

Layout & Structure — Maintained a similar layout and structure for the cart page on both web and app platforms. Kept important elements such as the item list, checkout summary, and navigation options in consistent locations.

Color Scheme and Branding — Used the same colour palette (Noir 2.0) and branding elements across both platforms to ensure a cohesive look and feel.

Empty Cart State — When the cart is empty, designed a visually appealing message or image encouraging users to continue shopping.

USER GROUP 01 - Large service providers

USER GROUP 02 - Small service providers

USER GROUP 03 - Enterprise (Individual)