Wellmax: E-commerce Marketplace Redesign

Challenge

Complex shopping flows contributed to user drop-off at high-intent moments.

My role

I worked across journey mapping, interaction design, prototyping, UI, and developer handoff.

Solution

I simplified the catalogue, cart, and checkout through clearer hierarchy and fewer steps to payment.

Outcome

A clearer purchase journey that reduced friction and supported higher conversion.

Product Discovery

Weak hierarchy and filtering made products difficult to scan and compare.

Cart Clarity

Prices, discounts, seller details, and item controls competed for attention.

Checkout Friction

A long multi-step flow, required sign-up, and limited payment options increased abandonment.

Research Approach

I audited the existing journey, mapped critical steps, and iterated on low-fidelity prototypes with the team.

Problem

Shoppers needed to compare a large number of products without losing context.

Solution

I clarified filters, product information, pricing, and calls to action across catalogue and item pages.

Clear filter hierarchy

Comparable product cards

Visible prices and discounts

Consistent Add to Cart action

Problem

Cart details lacked a clear hierarchy.

Solution

I separated item controls from the order summary.

Items grouped by seller

Visible final price

Editable quantities

Persistent order summary

Problem

Too many checkout steps increased drop-off.

Solution

I combined checkout into a clearer single-page flow.

Guest checkout

Fewer form fields

Persistent order summary

Clear error and payment states

Audit

Reviewed the existing catalogue, cart, sign-up, and checkout journeys.

Prototype

Explored shorter flows and clearer information hierarchy.

Validate

Tested form states, errors, and order-summary visibility.

Collaborate

Worked with the design lead, graphic designer, and wider product team during implementation.

−15% Cart Abandonment

+10% Conversion Rate

25% Faster Checkout