WebeCommerce

eCommerce Storefront Redesign

The previous design suffered from inconsistent navigation and a broken checkout that produced a steady stream of abandoned carts. This redesign fixed both and delivered a seamless shopping experience from browsing to checkout.

Role

Senior UX/UI Designer

Year

2024

Platform

Web — responsive

Team

1 designer · 2 engineers

The challenge

The existing platform had significant structural usability issues. Inconsistent navigation made it difficult for users to discover products, while a confusing and unreliable checkout flow resulted in frequent cart abandonment. These issues undermined user confidence and had a direct impact on conversion rates.

Whisky Categories — A collection section designed for quick category browsing, balancing product photography with a premium editorial layout.

The approach

I began by analyzing friction points throughout the customer journey to identify where and why users were abandoning their purchases. Based on these insights, I redesigned the information architecture to create a consistent and predictable navigation experience across the site, and completely reworked the checkout flow by simplifying each step and removing the obstacles that led to cart abandonment.

Submit Order — A focused order confirmation screen with a clear success message and reference number.

Empty Cart — An empty cart state that keeps the brand tone intact while guiding users back to product discovery.

Rest of the Home page — Product listing and brand storytelling screens, showing how commerce and heritage content work together.

Product Page — A product detail page with tasting notes, purchase controls, and supporting product information in one clear layout.

Cart and Checkout — Cart and checkout review screens designed to keep the purchase flow clear and structured.

Order Submitted — Order confirmation and tracking screens that complete the purchase journey with status, totals, and next actions.

The outcome

The redesign resolved the identified usability issues and delivered a consistent shopping experience from product discovery through checkout. It significantly reduced cart abandonment and improved the overall purchasing experience.

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