I led the redesign of the e-commerce homepage that significantly increased session duration, add-to-cart rate and conversion rate.
Product
Ding-go website
Skills
Data Analysis, Product design, Stakeholder management, User research & testing
My role
UX Researcher & UX Designer
Team
UX Team, Marketing Team, Content Team, Development Team
Tool
Figma, Shopify
Key metrics
Increased session duration by 37%
Increased add-to-cart rate by 52%
Increase checkout reach rate by 21%
Impact
Context
As a new e-commerce startup, we was struggling to convert early mobile traffic due to a high bounce rate and a homepage that failed to clearly communicate value or build trust.
What's the problem? What's the goals?
📈 Business Needs
Validate product-market fit quickly by increasing conversion rate and build trust with customer.
❓Problem to Solve
The existing homepage failed to communicate value or build trust on mobile. Users were struggling and exited within seconds.
📍Project Goal
Redesign the homepage with a mobile-first approach that improves clarity and reduces friction, ultimately increasing conversion and engagement metrics.
🪨 Challenge
How can we quickly deliver a homepage that balances brand storytelling and usability, while working within engineering constraints and aligning with both user behavior and marketing priorities?
Solutions
I adopted a mobile-first approach focused on clarity, trust, and reducing friction.
Clarity of Offering
Simplified collection titles for better scanning
Highlighted best sellers to showcase demand
Reducing Friction
Added one-click category shortcuts
Switched hero banner to a swipeable carousel
Building Trust
A sharper homepage design that clearly communicates value and credibility upfront.
Research Insights
I conducted a UX audit, Hotjar analysis, and GA4 review to identify why users were dropping off the homepage and failing to convert.
Low Mobile Engagement
Session replays revealed that users on mobile scrolled past the banner and exited within seconds, indicating unclear value and poor layout prioritization.
Poor CTA Visibility
Key calls-to-action were hidden below the fold on mobile, making it hard for users to find categories or take the next step.
Cluttered Layout & Messaging
Long titles, dense sections, and an inconsistent visual hierarchy created cognitive overload, reducing scannability and trust.
The old mobile product
Prototyping & Feedback
I created mid- to high-fidelity prototypes in Figma, then presented to marketing, engineering, and product teams.
Prioritization
I focused on low-effort, high-impact changes: improved copy, surfacing trust elements, and simplifying CTA flow. We postponed complex features like filters in favor of a faster, more focused launch.
Final Design
Reflection
This project taught me how to align design impact with business goals. By framing changes in terms of conversion uplift and engagement metrics, I gained buy-in and support from both product and marketing.
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