E-commerce UI Design
Challenge
Design an end-to-end e-commerce experience for a high-value, technical product that educates potential customers about holographic display technology while streamlining the purchase journey from product discovery to checkout.
Business Objectives
• Reduce cart abandonment rates for high-ticket items
• Increase qualified lead generation through improved contact forms
• Simplify complex product configuration and purchasing decisions
Role: UX/UI Designer | Year: 2022 | Platform: Web (E-commerce)
+25%
product-to-cart conversion
+12%
Average order value
+15%
qualified leadsl
18%
ower support inquiries
Problem: Complex technical product requiring education before purchase decision
Solution: Structured information hierarchy with progressive disclosure
• Hero section with clear product positioning and pricing visibility
• Technical specifications with visual demonstrations
• Social proof through brand partnerships (Coca-Cola, Adidas, UNICEF, Puma)
• Customer testimonials with verified identities
• Clear CTAs for different user intents (purchase, quote, technical support)
Business Impact
• Reduced bounce rate by providing immediate value context
• Increased time on page through engaging content sections
• Multiple conversion paths for different buyer personas
SmartV Wall Size Calculator
Problem: Customers planning multi-unit installations needed technical guidance
Solution: Interactive calculator tool for planning larger deployments
• Real-time sizing and spacing calculations
• Instant quote generation based on configuration
• Reduces need for sales team intervention in early planning stages
Business Impact
• Enabled self-service for enterprise customers
• Qualified leads before sales contact
• Reduced back-and-forth in quotation process
Shopping Cart Experience
Problem: Standard cart flows weren't addressing complex B2B purchasing needs
Solution: Enhanced cart with transparency and flexibility
• Clear delivery time expectations ("1 week max since receipt of payment")
• Real-time shipping calculations with country-specific rates
• Product configuration visibility (hardware specs, subscription duration)
• Discount code integration for partnership/promotional channels
Business Impact
• Reduced cart abandonment through transparency
• Fewer customer service inquiries about shipping/timing
• Increased conversion through discount code functionality
Checkout & Payment Flow
Problem: Complex payment requirements for international B2B customers
Solution: Multi-option payment system with clear security signals
• Multiple payment methods (Credit Card, Bank Transfer, Revolut)
• Secure form indicators throughout
• Shipping address confirmation with edit capability
• Optional referral and discount code sections (collapsed by default)
Lead Generation Form
Problem: Converting prospects not ready to purchase into qualified leads
Solution: Intent-based contact form with clear segmentation
• Multiple intent options (Quote, Media, Partnership, Technical Support, Career, Other)
• International phone number support with country code selector
• Optional message field to reduce form friction
• Clear value proposition for submission ("Get more details or order")
Quantitative Outcomes
• 25% increase in product page to cart conversion
• 40% reduction in cart abandonment rate
• 18% reduction in pre-sales support tickets
• 25% increase in qualified lead submissions