Problem Statement

The app’s purchasing experience had friction across the ordering flow—especially in navigation, product selection, and checkout—leading to drop-offs at key stages and lower conversion rates.

My Responsibilities

• User research and usability testing
• Definition of user profiles and scenarios
• Information architecture and flow optimization
• Wireframing and prototyping (Figma)
• UI design aligned with the design system
• Usability testing and iteration
• Collaboration with product and engineering

Process

Research & Discovery

• Conducted stakeholder interviews to understand business goals and user needs
• Analyzed existing user data and feedback to identify key issues in the current portal

Ideation & Design

• Created personas representing the primary user groups
• Developed user journeys and scenarios to guide the design process
• Designed wireframes and interactive prototypes for key screens and features
• Applied visual design to ensure consistency and enhance the user experience

Testing & Iteration

• Conducted usability testing with existing and potential users
• Gathered feedback and identified usability issues
• Iterated on the design based on insights and additional testing

Outcomes:

• Improved Engagement
  Reduced friction across the ordering flow, leading to higher interaction with key features and screens.
• Streamlined Purchase Flow
  Clearer navigation and simplified checkout helped users complete orders more efficiently.
• Consistency & Usability
  Interfaces aligned with the design system improved clarity, usability, and overall perception of quality.
• Qualitative Impact on Conversion
  Designs focused on reducing drop-offs and supporting order completion across the main user journey.

Reflection

This project reinforced the importance of user-centered design in high-traffic products. Continuous validation and close collaboration with cross-functional teams were key to delivering scalable, business-aligned solutions.