Overview

A well-known Print-on-Demand (POD) e-commerce store on Shopify was struggling with high bounce rates, low conversion rates, and inconsistent branding across its listings. Customers found the site difficult to navigate, product descriptions lacked clarity, and accessibility features were limited.

To address these issues, I led a UX/UI overhaul of the store, focusing on improving user flows, modernizing visuals, enhancing accessibility, and refining product listings.

The Challenge

✅ Navigation Issues – Users struggled to find products due to cluttered menus, inefficient filters, and a weak search function.
✅ Inconsistent Branding – Product listings had misaligned layouts, varying typography, and outdated images, reducing brand cohesion.
✅ Low Accessibility – The store had poor contrast ratios, lack of alt text for images, and an unclear hierarchy, making it difficult for users with disabilities to browse.
✅ Confusing Checkout Process – Customers reported difficulty understanding shipping rates, estimated delivery times, and return policies.
✅ Redundant & Messy Code – The backend contained outdated, redundant code, slowing down site performance.

My Approach

I applied UX research, heatmaps, user interviews, and accessibility best practices to create a streamlined, accessible, and visually compelling shopping experience.

🛠️ Research & Data Collection

📊 Heatmaps & Click Tracking: Analyzed user interactions to understand which areas needed the most improvement.
📢 Customer Feedback: Conducted surveys and usability testing to gather direct pain points from users.
🔍 Competitive Analysis: Benchmarked industry-leading e-commerce sites to identify best practices for navigation, accessibility, and product listings.

Solutions Implemented

✅ Revamped Site Navigation:

• Designed a clean, intuitive mega-menu with clear categories & filters to enhance product discoverability.
• Added persistent search functionality on every page to allow for quick access.

✅ Enhanced Accessibility & Usability:

• Implemented WCAG-compliant color contrast ratios for readability.
• Added alt text to all images and ARIA labels for screen readers to improve accessibility.
• Optimized layouts to ensure smooth mobile responsiveness.

✅ Product Listings & Brand Cohesion:

• Redesigned over 500+ product listings with consistent image mockups, refreshed descriptions, and structured layouts.
• Introduced a standardized typography & color scheme to unify the brand’s visual identity.

✅ Checkout & Customer Journey Optimization:

• Simplified the checkout flow by reducing unnecessary form fields and clarifying shipping & return policies upfront.
• Implemented one-page checkout to streamline the purchase process.

✅ Backend Code Optimization:

• Cleaned up redundant code to improve site speed and performance.
• Updated product tags and metadata to improve SEO rankings.

The Results

📉 Bounce rate reduced by 25% after optimizing navigation & site structure.
🛒 Cart abandonment dropped by 18% with an improved checkout process.
🖼️ Product pages saw a 40% increase in engagement after redesigning mockups & descriptions.
🎯 Search bar usage increased by 30%, leading to faster product discovery.
📈 Overall sales increased by 20% within three months of implementing changes.

 Key Takeaways

✅ User Research is Essential: By leveraging data & customer feedback, I was able to identify pain points and tailor solutions that directly improved user experience.
✅ Accessibility Matters: Small changes, such as better contrast ratios, alt text, and screen reader support, significantly enhanced the store’s usability for all users.
✅ Cohesion Drives Conversions: A consistent design system improved brand trust, product engagement, and overall shopping satisfaction.

Next Steps & Future Optimizations

🎯 Continue iterating based on A/B testing and user feedback.
🎯 Explore AI-driven personalization for product recommendations.
🎯 Implement micro-interactions to create a more engaging shopping experience.

This case study highlights my ability to translate research into action, modernize digital experiences, and create meaningful improvements in e-commerce UX/UI.