The shopping flow is one of the core features of the app, allowing users to browse products, apply filters, view product details, read reviews, and place orders.
My role: I redesigned and optimized key screens - product catalog, product page, filters, checkout flow, reviews, and personal account - to create a smooth and intuitive shopping experience. I also improved the overall UI and UX while maintaining consistency with the existing design system, ensuring users could navigate the app easily and the development process remained efficient.
Problem Statement
User Pain Points
Navigation in the product catalog was confusing.
Filters were hard to use or incomplete.
Checkout flow had unnecessary steps.
Product pages and reviews lacked clarity.
Experience was inconsistent across mobile and tablet devices.
I conducted competitor analysis and user research, created wireframes, iterated on prototypes, and tested with users before finalizing the redesign.
Key actions included:
Streamlining the checkout flow and payment process.
Improving product pages, filters, and reviews for clarity and usability.
Redesigning shopping cart, account, and key screens for a unified experience.
Ensuring UI consistency across mobile and tablet devices.
Introducing clear progress indicators and instant payment confirmation screens.
Faster, Easier Shopping Flow
Simplifying key processes made the shopping experience smoother and faster. Checkout time was reduced by 15%, product search became quicker, and engagement with filters and reviews improved. These enhancements resulted in User Satisfaction increasing by 8%, Order Value growing by 8%, and Conversion Rate rising by 0.8%.
Seamless Checkout and Secure Payment
Checkout completion improved by 15% after redesigning the checkout and payment flow to make purchasing effortless across all devices. Every step - from entering delivery details to confirming payment - was simplified and visually aligned for clarity and trust.
I also introduced clear progress indicators and instant payment confirmation screens, giving users a sense of control and satisfaction. Now, completing a purchase feels fast, intuitive, and rewarding - turning each transaction into a positive experience that builds customer loyalty.
Conclusion
As a result, users now enjoy a smoother, faster, and more reliable shopping experience. Checkout completion increased, purchases became easier, and overall satisfaction grew significantly. We continue to refine the platform based on real user feedback — as one shopper said: "Buying here feels effortless now — everything just works."