Multiple / 2022
Commerce — Selected Studies
A collection of e-commerce flows: PDP, checkout, search, and post-purchase loops.
Web · Mobile · Native
Commerce — Selected Studies
A collection of e-commerce flows: PDP, checkout, search, and post-purchase loops.
Client
Multiple
Role
Senior Product Designer
Timeline
2020 — 2022
Platform
Web · Mobile · Native
Context
A series of focused commerce studies — PDP density, single-page checkout, search-as-you-think, and the loops that bring buyers back. Each one a small system in itself.
Commerce details look small until they cost real revenue. A vague badge, a sluggish search, a checkout that asks twice. These studies pick at the small things until they stop costing.
Research approach
Understanding the people and workflow behind the brief.
Methods
- Funnel analytics
- Session replays
- Moderated usability
- A/B testing at scale
Participants
60+ shoppers across 3 storefronts · rolling A/B cohorts
Duration
Ongoing (24 months of studies)
Research storyboard
Read the drop-off
Session replays across search, PDP and checkout to find where intent dies.
Name the leverage
Hidden fees and latency isolated as the two problems worth designing against.
Total-first checkout
Wireframed the fast path before a single visual decision was made.
Only lifts survive
Every change shipped as an experiment; losers were rolled back the same week.
Illustrative scenes, not photographs from the original research.
Proposed follow-up survey
A framework for future validation, not reported survey findings: ask about workflow frequency, confidence in the information, the most difficult step, and what would make the task easier.
What emerged
Finding 01
Speed is a feature
200ms search latency shifted add-to-cart more than any redesign.
Finding 02
Checkout hates surprises
Every surprise fee at step 3 collapsed conversion. Show the total early.
Finding 03
Return buyers want shortcuts
'Buy again' next to search bar out-converted every homepage carousel.
Defining the problem
Problem statement
How might shoppers find a product, understand its full cost, and finish checkout without avoidable uncertainty or repeated effort?
Design priorities
- Treated each surface as its own product with its own metric.
- Prototyped friction reductions in code, not just Figma — feel beats spec.
- A/B'd everything against control; trusted the numbers when intuition lost.
- Wrote up the losers too — failure was as instructive as the wins.
From research to design
Read the drop-off
Session replays and funnel data across search, PDP and checkout to find where intent dies.
Session replay review · Funnel analysis · Support ticket mining
Surprises kill carts
Isolated hidden fees and latency as the two highest-leverage problems worth designing against.
Hypothesis backlog · Impact/effort matrix · Success metrics
Shortcuts for returning buyers
Restructured entry points so repeat purchase paths sit beside search rather than below carousels.
IA revisions · Task flows · Component inventory
Sketch the fast path
Wireframed a total-first checkout and an instant-feedback search before visual design.
Wireframes · Interaction prototypes · Copy drafts
Ship, measure, repeat
Every change ran as an experiment; only lifts survived into the permanent design.
A/B experiments · Usability testing · Post-launch analytics
Low-fidelity exploration · schematic reconstruction
Structure before visual design
These simplified layouts illustrate the information hierarchy and task sequence; they are not original research artifacts.
Testing & evidence
Design decisions were reviewed against the research themes and the workflow priorities above. Further measurement is needed to establish a reliable before-and-after comparison.
Outcome
The final interface
A closer look at the product screens and the decisions they support.
