UX/UI Designer (Concept redesign)
Research and incorporation of user reviews as qualitative input, followed by iterative prototyping and validation through task-based testing.
1 week
Scrum-driven experiment focused on measuring and improving task efficiency across key shopping operations.
This project explores how small structural UI decisions impact core shopping tasks in a high-pressure mobile e-commerce environment.
Starting from the most negative user reviews written by highly frustrated users, I identified critical breakdowns in the shopping flow and translated them into testable product hypotheses.
User feedback revealed three recurring issues affecting task completion:
• Categories were hidden behind multiple interactions
• Wishlist and saved items were difficult to locate
• Primary actions such as Add to cart and Proceed to payment lacked visibility
These issues increased cognitive load and slowed down task execution.
Time on task
Task success rate
Navigation errors (misclicks, backtracking)
Quick notes and analysis of pain points
I extracted qualitative insights from user reviews and translated them into a prioritized backlog of UX improvements and iterated through three core task flows.
Each iteration was validated through task-based usability testing to determine whether it represented a meaningful increment or required further refinement.
Task guide with instructions for the user test
As a shopper, I want to easily navigate, save, and purchase products so I can complete my shopping efficiently.
Quickly browse product categories
Retrieve items saved in the wishlist
Move from cart to checkout with minimal friction
Lack of visual hierarchy for exploration
No immediate visual hierarchy for exploration
Users defaulting to search instead of browsing
Wishlist buried inside the profile section
The unmoderated usability testing involved 8 participants and focused on improving four core tasks derived from the most critical user reviews: browsing products via category filters, adding items to the wishlist, moving items from the wishlist to the cart, and completing checkout from the cart.
Category exploration time reduced by 48%
Adding a product from wishlist to cart time improved by 73%
Checkout flow parity maintained with no regression
Select category and sub category
Add a product to wishlist
Add product from wishlist to cart
Proceed to the checkout from the cart
Add item to wishlist
The task exceeded the KPI threshold by 15% and did not meet usability expectations.
During testing, users experienced confusion caused by redundant iconography. Identical heart icons were used for different actions, leading to hesitation, errors, and task failure.
The wishlist task was removed from the sprint and returned to the backlog.
The solution was paused for redesign and re-tested at mid-fidelity before progressing to high-fidelity.
Add item to wishlist
Visual hierarchy is improved by clearly prioritizing primary CTAs, while transparency is increased through more scannable reviews, ratings, and key purchase information.
A fixed “Add to Cart” CTA remains visible on scroll, reducing cognitive and interaction effort without altering users’ mental models.
The final prototype supported task-based testing with real users, allowing each increment to be validated against measurable performance improvements.
KPI indicators focused on time-on-task and task efficiency improvements compared to the original app.
End-to-end UX/UI redesign of buyer flows and design system to stabilize critical steps and improve conversion on key transactions.
End-to-end UX/UI redesign of seller flows and work tool to streamline operational steps and improve accuracy on core transactions.
End-to-end UX/UI design of LexAI Consulting website for Fortune 500 clients backed by Deloitte, to build credibility and improve CRO.