E-commerce for Urban Circus
E-commerce for Urban Circus
Reimagine content navigation and structuring
Reimagine content navigation and structuring
I designed and implemented end-to-end UX/UI solutions for the Urban Circus e-commerce platform, including a redesign of the information architecture, purchase flow, and responsive interface.
I designed and implemented comprehensive UX/UI solutions for the Urban Circus shopping platform, including a redesign of the information architecture, purchase flow, and responsive interface.
I designed and implemented end-to-end UX/UI solutions for the Urban Circus e-commerce platform, including a redesign of the information architecture, purchase flow, and responsive interface.
I designed and implemented end-to-end UX/UI solutions for the Urban Circus
e-commerce platform, including a redesign of the information architecture, purchase flow, and responsive interface.
Product type
Product type
E-commerce
E-commerce
Role
Role
Product Designer
Product Designer
Industry
Industry
Flash Tech
Flash Tech
UNDERSTANDING THE PROBLEM AND BUSINESS CONTEXT
UNDERSTANDING THE PROBLEM AND BUSINESS CONTEXT
'What’s stopping people from buying what they already want?'
'What’s stopping people from buying what they already want?'
Urban Circus platform users struggled to complete purchases due to outdated navigation and an inconsistent information architecture. Key features - such as filtering and access to the size chart - were hard to locate. The interface felt cluttered and confusing.
Customer reviews and support tickets revealed frustration over incomplete product information. Google Console data showed an increase in abandoned carts and a decline in returning users.
Issues with navigation and content presentation directly impacted conversion rates, customer loyalty, and brand trust. These challenges became the starting point for the platform’s redesign.
Urban Circus platform users struggled to complete purchases due to outdated navigation and an inconsistent information architecture. Key features - such as filtering and access to the size chart - were hard to locate. The interface felt cluttered and confusing.
Customer reviews and support tickets revealed frustration over incomplete product information. Google Console data showed an increase in abandoned carts and a decline in returning users.
Issues with navigation and content presentation directly impacted conversion rates, customer loyalty, and brand trust. These challenges became the starting point for the platform’s redesign.
PROJECT GOAL
PROJECT GOAL
User's goals
User's goals
Better navigation and faster purchasing process
Better navigation and faster purchasing process
Access clear, complete product information before purchasing.
Access clear, complete product information before purchasing.
Buissnes’s goals
Buissnes’s goals
Reduce returns and support tickets caused by sizing confusion.
Reduce returns and support tickets caused by sizing confusion.
Increase conversion rates by improving navigation and information flow.
Increase conversion rates by improving navigation and information flow.
RESEARCH AND ANALYSIS
RESEARCH AND ANALYSIS
From Signals to Strategy:
Uncovering Insights from User Feedback
From Signals to Strategy:
Uncovering Insights from User Feedback
To ground the design process in real user experiences, I started by analyzing authentic customer feedback from the e-commerce store. This early-stage research helped identify recurring pain points and expectations, laying the foundation for the Customer Journey Map and further design decisions.
To ground the design process in real user experiences, I started by analyzing authentic customer feedback from the e-commerce store. This early-stage research helped identify recurring pain points and expectations, laying the foundation for the Customer Journey Map and further design decisions.
Customers abandoned purchases due to sizing issues
"After trying it on at home after receiving it, I realized that the bag was too big for my back, so I prefer to return it and continue my search for a bag that fits me well"
Customers abandoned purchases due to sizing issues
"After trying it on at home after receiving it, I realized that the bag was too big for my back, so I prefer to return it and continue my search for a bag that fits me well"
Sizing frustrations highlight that one size doesn’t fit all.
"The one size does not fit petite models like me! It's a shame because this poncho had everything I was looking for. Maybe at least one men's model and one women's model in the future?"
Sizing frustrations highlight that one size doesn’t fit all.
"The one size does not fit petite models like me! It's a shame because this poncho had everything I was looking for. Maybe at least one men's model and one women's model in the future?"
Problem with fitting despite using the guide
“I used the guide, but I didn't find it very clear (or at least there were some inconsistencies between the different measurements...”
Problem with fitting despite using the guide
“I used the guide, but I didn't find it very clear (or at least there were some inconsistencies between the different measurements...”
Disappointment with the color of the product
"Completely false advertising, this is marketed as irridescent, but is actually dull black and only shines under industrial lighting"
Disappointment with the color of the product
"Completely false advertising, this is marketed as irridescent, but is actually dull black and only shines under industrial lighting"
Customers abandoned purchases due to sizing issues
"After trying it on at home after receiving it, I realized that the bag was too big for my back, so I prefer to return it and continue my search for a bag that fits me well"
Customers abandoned purchases due to sizing issues
"After trying it on at home after receiving it, I realized that the bag was too big for my back, so I prefer to return it and continue my search for a bag that fits me well"
Sizing frustrations highlight that one size doesn’t fit all.
"The one size doesn't fit for me! It's a shame because this poncho had everything I was looking for. Maybe at least one men's model and one women's model in the future?"
Sizing frustrations highlight that one size doesn’t fit all.
"The one size doesn't fit for me! It's a shame because this poncho had everything I was looking for. Maybe at least one men's model and one women's model in the future?"
Problem with fitting despite using the guide
“I used the guide, but I didn't find it very clear (or at least there were some inconsistencies between the different measurements...”
Problem with fitting despite using the guide
“I used the guide, but I didn't find it very clear (or at least there were some inconsistencies between the different measurements...”
Disappointment with the color of the product
"Completely false advertising, this is marketed as irridescent, but is actually dull black and only shines under industrial lighting"
Disappointment with the color of the product
"Completely false advertising, this is marketed as irridescent, but is actually dull black and only shines under industrial lighting"
IDEATION
Aligning Around the User: Turning Research into Shared Understanding
Aligning Around the User: Turning Research into Shared Understanding
Based on user analysis and business goals, key customer needs and barriers were identified. Users are looking for products that combine safety with aesthetics, but they often struggle to understand the technology behind the clothing and to choose the right size. The company needed a structured view of the entire customer journey — from discovering the brand to everyday product use. As a result of the analysis, specific touchpoints, pain moments, and customer expectations were mapped out, and responsibilities for key actions were assigned to the appropriate teams within the organization.
Based on user analysis and business goals, key customer needs and barriers were identified. Users are looking for products that combine safety with aesthetics, but they often struggle to understand the technology behind the clothing and to choose the right size. The company needed a structured view of the entire customer journey — from discovering the brand to everyday product use. As a result of the analysis, specific touchpoints, pain moments, and customer expectations were mapped out, and responsibilities for key actions were assigned to the appropriate teams within the organization.
The introduction of moments of truth allowed me to identify the most important touchpoints that are crucial to building customer trust and loyalty. The analysis revealed that barriers that affect purchase decisions can appear already at the stage of first contact with the brand and the return process.
The introduction of moments of truth allowed me to identify the most important touchpoints that are crucial to building customer trust and loyalty. The analysis revealed that barriers that affect purchase decisions can appear already at the stage of first contact with the brand and the return process.
HEURISTIC EVALUATION INSIGHTS
HEURISTIC EVALUATION INSIGHTS
Improving usability: Identifying problems and implementing a consistent design
Improving usability: Identifying problems and implementing a consistent design
Following various analyses, including Nielsen heuristics, I identified key issues affecting the consistency and usability of the e-commerce platform.Inconsistent visual hierarchy, unclear system feedback, and a lack of user control at critical moments- such as product filtering- contributed to user frustration, drop-offs during the purchase process, and decreased trust in the brand. Addressing these issues became a priority to improve the overall user experience, reduce friction in navigation, and ensure a more intuitive interaction with the interface.
Following various analyses, including Nielsen heuristics, I identified key issues affecting the consistency and usability of the e-commerce platform. Inconsistent visual hierarchy, unclear system feedback, and a lack of user control at critical moments- such as product filtering- contributed to user frustration, drop-offs during the purchase process, and decreased trust in the brand. Addressing these issues became a priority to improve the overall user experience, reduce friction in navigation, and ensure a more intuitive interaction with the interface.
Following various analyses, including Nielsen heuristics, I identified key issues affecting the consistency and usability of the e-commerce platform.Inconsistent visual hierarchy, unclear system feedback, and a lack of user control at critical moments- such as product filtering- contributed to user frustration, drop-offs during the purchase process, and decreased trust in the brand. Addressing these issues became a priority to improve the overall user experience, reduce friction in navigation, and ensure a more intuitive interaction with the interface.
🔧 Problem:
Customers had difficulty choosing the right color of product on the product page because the names were not clear.
✅ Solution:
Added miniature images of colors and a preview of the entire product in the given color - the user can see what the color looks like.
🔧 Problem:
Customers had difficulty choosing the right color of product on the product page because the names were not clear.
✅ Solution:
Added miniature images of colors and a preview of the entire product in the given color - the user can see what the color looks like.
🔧 Problem:
Inconsistent filters (different color names, repeated JPG images, inconsistent translations) made it difficult for users to search for products.
✅ Solution:
I've standardized the naming and images of filters in all language versions, eliminating duplicates and inconsistencies.
🔧 Problem:
Inconsistent filters (different color names, repeated JPG images, inconsistent translations) made it difficult for users to search for products.
✅ Solution:
I've standardized the naming and images of filters in all language versions, eliminating duplicates and inconsistencies.
🔧 Problem:
On the category page, some of the product names contained the word “veste,” others “manteau,” even though visually they looked similar.
✅ Solution:
I standardized the naming - all lightweight jackets are labeled “vestes” with the corresponding “mi-saison” filter.
🔧 Problem:
On the category page, some of the product names contained the word “veste,” others “manteau,” even though visually they looked similar.
✅ Solution:
I standardized the naming - all lightweight jackets are labeled “vestes” with the corresponding “mi-saison” filter.
🔧 Problem:
Users found it difficult to choose the right size, leading to returns and numerous inquiries to customer service.
✅ Solution:
Added “Size chart” label leading to a size guide with clear description and table. As a result, the number of size inquiries dropped by 35%.
🔧 Problem:
Users found it difficult to choose the right size, leading to returns and numerous inquiries to customer service.
✅ Solution:
Added “Size chart” label leading to a size guide with clear description and table. As a result, the number of size inquiries dropped by 35%.
🔧 Problem:
Product cards had too many labels, which distracted users and reduced readability.
✅ Solution:
Reduced visible labels to two most important ones, moving the rest to descriptions.
🔧 Problem:
Product cards had too many labels, which distracted users and reduced readability.
✅ Solution:
Reduced visible labels to two most important ones, moving the rest to descriptions.
🔧 Problem:
Customers didn't understand technical names and category designations like 'Breathability 30,000 g/m2/24h MVTR.'
✅ Solution:
I've added short descriptions with icons and scale for each specification to the technical details.
🔧 Problem:
Customers didn't understand technical names and category designations like 'Breathability 30,000 g/m2/24h MVTR.'
✅ Solution:
I've added short descriptions with icons and scale for each specification to the technical details.
IA TESTING
IA TESTING
Next-Gen Usability:
AI-Assisted User Testing
Next-Gen Usability:
AI-Assisted User Testing
In this phase, we used AI tools to simulate user interactions and analyze usability issues at scale. This approach allowed us to gather fast, actionable insights without the need for traditional in-person testing.
In this phase, we used AI tools to simulate user interactions and analyze usability issues at scale. This approach allowed us to gather fast, actionable insights without the need for traditional in-person testing.
Problem
Users were unaware of the available color variants and product ratings, as this information was only visible after entering the product page.
Problem
Users were unaware of the available color variants and product ratings, as this information was only visible after entering the product page.
Problem
Users were unaware of the available color variants and product ratings, as this information was only visible after entering the product page.
Solution
Visible color swatches and ratings section were added under each product thumbnail on the listing page, increasing clicks on these items and improving awareness of the range.
Solution
Visible color swatches and ratings section were added under each product thumbnail on the listing page, increasing clicks on these items and improving awareness of the range.
Solution
Visible color swatches and ratings section were added under each product thumbnail on the listing page, increasing clicks on these items and improving awareness of the range.
IMPLEMENT & MEASUERE RESULTS
IMPLEMENT & MEASUERE RESULTS
Tracking the Impact:
UX Metrics & Conversion Analysis
Tracking the Impact:
UX Metrics & Conversion Analysis
I regularly analyzed key metrics - conversions, task completion time and engagement - comparing them to recent UX and marketing changes. I used quantitative data and user feedback to understand both the effects and the reasons behind the changes, allowing for continuous improvements.
I regularly analyzed key metrics - conversions, task completion time and engagement - comparing them to recent UX and marketing changes. I used quantitative data and user feedback to understand both the effects and the reasons behind the changes, allowing for continuous improvements.
