E-Commerce Platform

A responsive storefront redesign covering discovery, product detail, cart and checkout for a fashion retail brand.

A cluttered catalogue and a five-step checkout caused high drop-off, especially on mobile devices.

Shorten the path from discovery to purchase while keeping the brand's premium feel.

• Funnel analysis showed 68% of drop-off happened at shipping details
• Shoppers relied heavily on filters that were hidden on mobile
• Product imagery was the single strongest driver of confidence

1. Home
2. Category
3. Filters
4. Product detail
5. Cart
6. Checkout
7. Confirmation

Explored filter placement, sticky add-to-cart and a condensed two-step checkout in low fidelity.

Prototyped the full purchase journey on mobile and desktop breakpoints for unmoderated testing.

Checkout steps reduced from five to two and prototype completion rate reached 91%.