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Optimized the core shopping experience for a large-scale marketplace
2020 – 2021
UX/UI designer
The team consisted of 60 people, including
3 designers: 1 design lead, myself as a UX/UI designer, and a graphic designer.
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· Reduced Cart Abandonment: Decreased cart abandonment rates by 15% through an optimized checkout flow.
· Improved User Feedback: User satisfaction increased by 20%, as shown by surveys and positive reviews.
· Increased Conversion Rate: Conversion rates rose by 10% after redesigning the product catalog and item pages.
· Faster Checkout: Average checkout time was reduced by 25%, creating a smoother shopping experience.: Adapted to new ideas through testing and prototyping.
· Enhanced Engagement: The percentage of users completing purchases after adding items to their cart grew by 12%.
Supporting Small Business Growth
Small businesses often lack the budget for independent digital storefronts. Wellmax aimed to bridge this gap, but the existing platform hindered growth due to:
• High Drop-offs: A complex, multi-step checkout caused significant cart abandonment.
• UX Friction: Lengthy sign-up forms and limited payment options frustrated users.
• Information Overload: The product catalog lacked a clear hierarchy, affecting conversion rates.
Conversion-Driven Checkout & Catalog
As part of a 60-person team, I focused on simplifying the user journey for both buyers and sellers.
• One-Page Checkout: Replaced the multi-step flow with a high-efficiency single page, including guest checkout and saved payments.
• Catalog Optimization: Redesigned item pages to highlight key product details and clear CTAs, improving the path to cart.
• Visual Clarity: Introduced progress indicators and intuitive navigation to reduce cognitive load during high-intent actions.
Old and new user flow
• -15% Cart Abandonment: Optimized flows directly decreased drop-off rates at the final stage.
• +10% Conversion Rate: Improved product discovery led to a measurable rise in successful purchases.
• 25% Faster Checkout: Simplified forms and saved data allowed users to complete transactions significantly quicker.
• +20% User Satisfaction: Post-launch surveys confirmed a smoother, more transparent shopping experience.
• Audit: Analyzed existing flows to identify pain points like the confusing interface and sign-up barriers.
• Ideation: Brainstormed multi-payment integrations and "minimalist" UI patterns for high-density e-commerce pages.
• Validation: Developed low-fidelity prototypes for iterative testing, focusing on error messaging and order summary visibility.
• Collaboration: Worked within a specialized design unit (Design Lead + Graphic Designer) to ensure alignment with the broader 60-person product team.
• Dynamic Product Catalog: Improved filtering and item layouts.
• Redesigned Shopping Cart: Focused on price transparency and easy editing.
• Advanced Checkout Flow: Featuring one-click options and secure payment states.
New checkout flow