Evolving an E-commerce Product Finder for Decision Confidence

Sep 2, 2022

Project Overview

This case study details my work reshaping the product finder journey for a nationwide home goods e-commerce platform. The focus: empower users to find the right products quickly and with confidence, using pragmatic UX improvements informed by real user data.

Problem

  • Clickstream analysis showed users hesitated or bounced at early product selection steps, unsure which filters or comparisons to trust.

  • The existing finder provided too many options at once, resulting in filter overload and choice anxiety.

  • Business metrics indicated a drop in average basket size and lower engagement with personalized recommendations.

Process

  • Mapped user pain points through remote interviews and heuristic evaluation of the current system.

  • Tested progressive disclosure patterns—only showing advanced filters after core choices are made.

  • Introduced decision support tools, such as trust markers, social proof, and real-time feedback as users refined results.

  • Validated the redesign in a staged rollout with A/B testing and follow-up user interviews.

Decisions

  • Adopted user-centered copy and inline education to reduce filter intimidation and increase task confidence.

  • Reordered filtering controls based on frequency of use and purchase conversion data.

  • Balanced business interests (cross-sell, up-sell) with clear user-first interaction patterns to retain trust.

Outcomes / Learnings

  • Filter-to-purchase conversion ratio grew by 31% within the first two months.

  • User-reported decision confidence increased dramatically, with a marked drop in shopping cart abandonment.

  • Project demonstrated that reducing perceived complexity—without hiding powerful features—can drive tangible impact for both users and the business.

Case Study: Deep UX Process Breakdown

This case study explores the end-to-end UX process behind a real product, illustrating rigorous research, problem framing, and design decisions. It highlights the balanced approach of meeting user needs and business goals, showcasing the impact of thoughtful UX on deliverables and long-term outcomes.

Problem

The product faced low user engagement due to unclear navigation and overwhelming complexity. Stakeholder interviews and analytics revealed friction in core flows that hindered both adoption and return use.

I love turning complex problems into simple, beautiful, and user-friendly experiences. With a strong focus on UX/UI, I design products that not only look great but also feel effortless to use.

Process

A practical design sprint approach was used: starting with focused user research, mapping journeys, exploring alternatives, and validating low-fidelity prototypes. Key insights drove iterative improvements throughout.

Decisions

Intentional simplification guided every decision. We prioritized discoverability, reduced visual noise, and built clear hierarchies. Tools like Figma, Maze, and heuristic evaluation accelerated feedback and hands-on iteration.

Outcomes & Learnings

User satisfaction scores improved by 30%, and the product saw a 22% boost in task completion rate. The process confirmed that good UX is about reducing complexity, not adding features—learnings now applied across all new work.