project and role

About the project

Aug2019-Jul2020. Complete UX redesign for e-commerce service. I designed it with device-strategy in mind – mobile and web solutions work seamlessly for the end-users.

I wanted to bring joy and delight to the customers – so I applied persuasive patterns and “behavioral economics” in order to achieve the goals.

My role

Design Director. CX. I wore all the hats while working on this project – research, UX, UI, QA, testing, strategy, consulting, email campaigns, architecture, content, social media, analytics, css, enhancements, english translations.

I designed user-flows and screens separately for mobile (320p) and web (1024, 768) – more than 100 pages in total.


Navigation and filtering

Mobile navigation has it’s own peculiarities. Filtering is also crucial when navigating deep services with over 15,000 items in stock. As for web – I mixed complex filters with the breadcrumbs. It works perfectly in all filtering cases. As for mobile – I adapted perfectly working flows and brought users full circle to the service they love.

The “MY ACCOUNT” section includes flexible options that allow users to check their order history, review their wish list, and change their personal information or password.

Email campaigns are the core revenue-generating technique for an e-commerce service, and the quality looking templates are a must-have. So I designed templates and worked out schedules for the campaigns, item_cart reminders, etc. – in such a way that users would not find it annoying. Time factor for such campaigns is also crucial. So I make it easy for users to make their own decisions – and they buy more often.

messages & delivery

case study txt

Case Study

In this project, I applied Persuasive Design Patterns (use of psychology, social biases, human urges, feedback and timing, perception and understanding) to achieve business (behavioral) goals intertwined with user goals. I paid special attention to the filtering and checkout processes, as well as the shopping cart, user comments and account sections.

The goals were high enough: 1. customer experience comfort, joy and pleasure (satisfaction moments) and 2. easily achievable user goals 3. perfectly working service cycle. As a result – our site is highly appreciated by customers and most of them become loyal.

I use these tools to test and verify: Pagespeed insights & Lighthouse – speed optimization. Google Analytics & Yandex Metrics – to verify goal achievement, conversion and gain insights. Google Search Console – for usability and accessibility issues and troubleshooting.

The Team

I have assembled a small team of engineers and manage the scope of work. I ideate, plan, prioritize, articulate tasks and user needs, then propose solutions, technical implementations, and provide examples. My goal is to help my teammates grow – so I always help them learn UX aspects in our daily communication. This approach is fruitful. It saves a lot of time later. I motivate engineers to work meticulously and without pressure. Healthy communication culture is a must.

I regularly consult with business owners, suggesting ideas to increase revenue and improve service. I advocate for customers – I protect their rights, but always keep in mind the business side of things. I don’t use dark patterns of communication (you will lose in the long run). Customer loyalty, their satisfaction – the best metrics. I’m always open to change and flexible in my decision-making process. I adapt and learn every day.

In addition to my teammates, I help other specialists (SEO, content, logistics) – for them to maintain high quality of service (content, brand communication, context, delivery, etc.). I’m always reflecting on my experiences and evolving as a personality and UX expert.

Results and Achievements (2021)

It is still too early to speak in numbers (YOY). However, since the launch at the end of 2019, we have increased our sales metrics by x1.4. 67% of traffic is mobile (and growing). 36% are returning users – according to the latest statistics. Users became loyal. Our stable activity in social networks, user comments, email campaigns, low price and fast delivery – all these factors help users to stay with iShooter for a long time. They trust us & enjoy it. CSAT=86%. Revenue increased significantly with the help of persuasive design patterns. LTV steadily increasing as well as the number of active users.

Since we launched at the end of 2019 – I continued to maintain research, QA, further analysis. I caught large amount of minor issues. I usually test service workflow on iOS (iPhone, iPad), MacOS, Android and PC. All these platforms/devices have their own tiny issues – so you need to constantly test all features, scenarios completion and user flows to make sure the service design is perfect in the end. Since launch we have improved many CX, flows, modules, controls and features. And more are on the way. Stay in touch!

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