Overview

• Product / Initiative: E-commerce Conversion Optimization through UX Redesign

• Role: Product Manager – Digital Experience

• Location: Chicago, US

• Scale: Global consumer e-commerce platform with 1M+ monthly user interactions across web and mobile

• Outcome: Achieved 13% uplift in conversion and 20% reduction in cart abandonment by redesigning the purchase flow, informed by telemetry and user insights

Problem / Opportunity

The existing checkout and purchase experience had several UX friction points that were causing users to drop off during critical funnel stages.
Key issues included:

• High abandonment during shipping and payment steps

• Poor discoverability of key actions and lack of trust signals

• Mobile UX inconsistencies leading to conversion loss

Despite healthy traffic, the checkout funnel wasn’t optimized for completion, leaving significant revenue on the table.

Goals & Success Metrics

• Primary Goal: Increase e-commerce conversion and reduce cart abandonment through UX and flow optimization.

• North Star Metric: Conversion Rate (from cart to completed purchase)

• Supporting Metrics:

  • Cart abandonment rate

  • Session drop-off rate at checkout steps

  • Time to purchase completion

  • Customer satisfaction (CSAT/NPS)

Targets

• 🚀 Conversion uplift: 10%+

• 🛒 Cart abandonment reduction: 15%+

Strategy & Approach

• Defined a product hypothesis: UX friction in checkout was a primary blocker to conversion.

• Leveraged telemetry from 1M+ data points (clickstream, funnel analytics, and heatmaps) to identify drop-off hotspots.

• Conducted qualitative user interviews to understand trust barriers, cognitive load, and action clarity.

• Benchmarked against industry best practices to prioritize UX elements with the highest business impact.

• Partnered with design, engineering, marketing, and data science teams to build a data-driven UX optimization roadmap.

Solution & Execution

• Redesigned the checkout experience to reduce steps, surface trust signals, and optimize for mobile.

• Introduced progress indicators and simplified forms to reduce cognitive friction.

• Added express checkout options and improved CTA placement to guide users through the funnel.

• Built an experimentation framework with A/B testing to validate changes iteratively.

• Launched MVP redesign to a controlled user segment, analyzed impact, then rolled out globally.

Impact & Results

• 💰 13% increase in conversion rate (cart to purchase) post-redesign.

• 🛒 20% reduction in cart abandonment.

• 📈 Average checkout completion time reduced by 27%.

• 🌍 Positive customer feedback and CSAT uplift attributed to improved trust and flow clarity.

• ⚡ Data-driven UX improvements also created a scalable experimentation framework for future optimizations.

Frameworks Used

• Design Sprint & Lean UX Framework for rapid ideation and validation

• Funnel Analytics to identify friction points

• A/B & Multivariate Experimentation Framework to validate hypotheses

• North Star Metric Mapping (Cart → Purchase conversion)

• Qualitative User Research & Usability Testing to uncover trust and clarity issues

• Telemetry Dashboards for real-time funnel tracking

My Role & Contributions

• Led end-to-end UX redesign to optimize checkout conversion.

• Combined quantitative funnel analytics with qualitative research to identify key friction points.

• Partnered with design, data science, and engineering to execute rapid design sprints and experiments.

• Defined North Star conversion metrics and established experimentation guardrails.

• Delivered 13% uplift in conversion and 20% reduction in cart abandonment through evidence-driven UX improvements.

Retrospective & Learnings

• What worked: Telemetry-led decision making ensured UX changes targeted real user pain points.

• What could be improved: Earlier involvement of engineering in A/B test design could have accelerated experimentation velocity.

• Key learning: UX optimization is most powerful when data, design, and product strategy work in tight alignment.