E-commerce
Concept Project
Reducing friction across the buying journey
A review of the buying experience focused on the moments where people hesitate or drop out.
Services
- UX Audit
- CRO
- UI Optimization
Disciplines
- UX Audit
- Conversion Optimisation
- Interface Design
Demonstrative content. This project will be replaced by a real case study.
02
Overview
The context
The buying journey spans discovery, comparison, cart and payment — each step with its own friction.
The objective
Remove unnecessary obstacles without hiding information relevant to the decision.
The approach
Audit the journey, prioritise hypotheses and design measurable improvements.
03
The Challenge
Drop-offs had no single cause: they were the sum of small frictions along the path.
- Late cost information
- Repeated steps in checkout
- Insufficient feedback after each action
Starting point: a functional path, but with hesitation at every transition.
04
Discovery & Research
The audit combined behaviour reading with a heuristic review.
UX Audit
Heuristic review of every step of the path.
Analytics
Identify where the journey breaks.
Benchmark
Compare checkout patterns.
Journey Mapping
Tie friction to concrete moments.
05
Key Insights
01 · Insight
Surprises cost conversion
Costs revealed late break the trust built earlier.
02 · Insight
Every step must justify itself
Steps with no perceived value are natural candidates for removal.
03 · Insight
Confirmation reduces anxiety
Clear feedback after each action prevents repeats and abandonment.
06
User Experience
The path was shortened and made explicit, from cart to confirmation.
- 01
Information architecture
Costs and conditions visible early.
- 02
User flow
Fewer steps, with state always visible.
- 03
Wireframes
Checkout tested before visual detail.
- 04
Interactions
Immediate confirmations and simple error recovery.
07
Interface Design
The interface reinforces clarity of price, availability and next action.
- Clear price and CTA hierarchy
- Recoverable error states
- Mobile-first optimisation
08
Design System
Critical purchase components were normalised.
- Buttons and action states
- Product cards
- Payment fields and validation
09
Validation
Changes were prepared for continuous assessment.
- Checkout usability testing
- Accessibility review
- Structure ready for A/B testing
10
Outcome
The journey became shorter to walk through and easier to explain.
- Fewer steps to confirmation
- Cost information brought forward
- A base ready to measure impact
Exploration / Refined Experience
Early exploration
Costs and conditions revealed only at the last step.
Refined experience
Information brought forward and clear confirmation at every action.