Ecommerce Platform UX Audit and Redesign to Enhance Customer Engagement and Conversion

The client operates a popular ecommerce fashion platform serving a demanding youth market with nearly 200 physical stores. Despite strong sales, there are potential experience bottlenecks in website navigation, product presentation, checkout processes, and customer support functionalities that may hinder user engagement and conversion rates. A comprehensive UX audit is required to diagnose these issues and uncover opportunities for improvement to maintain competitive edge.

A leading fashion retail chain with a strong online presence and physical stores, aiming to optimize the digital shopping experience for a demanding youth demographic.

• Conduct a thorough UX and UI audit of the current ecommerce platform to identify usability issues and experience bottlenecks.
• Develop detailed customer personas based on user interviews to inform design improvements.
• Redesign key aspects of the website including content organization, product listing pages, shopping cart, checkout process, and help functionalities to improve usability and customer satisfaction.
• Increase conversion rates by streamlining the purchase journey, reducing drop-off points, and enhancing customer engagement.
• Improve customer retention and satisfaction metrics by delivering a more intuitive and responsive user experience.
• Establish scalable, maintainable UI/UX foundations that support ongoing iterations and growth.

• User personas and journey mapping integration to tailor content and navigation.
• Enhanced product catalog with detailed filters, sorting, and visual presentation.
• Optimized add-to-basket and checkout workflows with step-by-step guidance and progress indicators.
• Help and support functionalities including FAQs, live chat, and contact options.
• Responsive design ensuring optimal performance across devices and screen sizes.
• Backend analytics integration to monitor user behavior and identify areas for further improvement.

• Customer relationship management (CRM) systems
• Payment gateways and checkout processors
• Inventory and product information management systems
• Analytics and user behavior tracking tools

• Platform scalability to support increasing traffic and expanding product catalog
• System performance with page load times under 3 seconds across devices
• High security standards for customer data and transaction processing
• Accessibility compliance (e.g., WCAG 2.1)

Implementing the UX audit-driven redesign is expected to significantly enhance the user experience, resulting in increased conversion rates, higher customer satisfaction, and elevated brand loyalty. Quantitatively, this could lead to a target uplift in conversion rate by up to 20%, reduction in cart abandonment rates, and improved customer retention metrics, aligning with the client's strategic goal of maintaining a competitive online presence.