I led the redesign of the e-commerce homepage that 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 were struggling to convert early mobile traffic due to a high bounce rate, and our homepage 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
Users exited our homepage within seconds due to a poor mobile experience, scalability challenges, and lack of trust.
📍Project Goal
Redesign the homepage with a mobile-first approach that improves clarity, reduces friction, and increases conversion rate.
🪨 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 redesigned our home page with a mobile-first approach focused on clarity, trust, and reducing friction.
Mobile-First Experience
Make hero banners swipeable
Add “View All” category shortcuts
Remove branding block to prioritize product content
Improve Scannability
Shorten collection titles and subtitles
add collection list components for easier browsing
Build Trust
Enhance credibility with a clean, pixel-perfect homepage design
Introduce an about page
Process
Research Root Causes of Low Conversion
I conducted a UX audit, Hotjar analysis, and GA4 review to uncover why users dropped off our website and failed to convert.
Prioritized high-impact, high-urgency projects
I chose to redesign the homepage first based on effort, design impact, and urgency to boost conversion rates.
Users Dropped Off Due to Unclear Value and Poor Mobile Usability
Session replays and analytics revealed that users quickly scrolled past the banner and exited. Key CTAs were buried below the fold, making it hard to navigate. Combined with cluttered content and inconsistent layout hierarchy, the homepage failed to deliver clear value, hurting both scanability and user trust.
Prototyping & Feedback
I created mid- to high-fidelity prototypes in Figma, then presented to marketing, engineering, and product teams.
Final Design
Users quickly discover key deals and categories above the fold, reducing friction and increasing engagement.
PROBLEM SOLVED
Previously, users scrolled past the banner without engaging, missed key categories hidden below the fold, and got overwhelmed by cluttered messaging and layout confusion.
HOW
The redesigned layout introduces touch-friendly category shortcuts placed above the fold. The promotional banner is shortened and visually balanced, creating clear visual hierarchy between content and CTAs.
WHY
By applying the principle of clarity and accessibility first, the new homepage helps users understand value instantly and encourages interaction without cognitive effort.
Language Selection & Banner
Added a quick-access language toggle to support 73% Chinese users, and made the hero banner swipeable to encourage faster discovery and interaction.
Navigation Menu & Collection Titles
Introduced icon-based navigation for quick access to key categories. Streamlined section titles for clarity and moved the “View All” button above the fold to support immediate exploration.
Impact
What I Learned From Unexpected Data Results & Next Steps
Why Checkout Rate Increased More Than Add-to-Cart Rate
After the homepage redesign, cart additions rose by 26%, but checkouts jumped 49%, suggesting the new layout attracted higher-intent users and reduced friction in the funnel.
Validate Assumptions: Buyer Intent & Drop-Off Insights
Despite the improvement, checkout rates still lag behind industry benchmarks. I’ll review session replays and refine questions for upcoming interviews to better understand cart-to-checkout drop-off behavior.
Next Focus: Shopping Cart Redesign to further improve conversion rate
Clarify pricing, shipping, and discount visibility in the cart, conduct internal usability testing, and streamline the mobile checkout flow for better conversion.
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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