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Zrali Marketplace is a mid-sized online retailer struggling to compete with larger e-commerce platforms. Despite strong traffic, the platform suffered from low conversion rates and high cart abandonment.
78% cart abandonment rate
8-minute average checkout time
Confusing product filtering
Mobile conversion rate only 1.2%
60% of traffic coming from mobile
Redesign the entire shopping experience to:
Reduce cart abandonment
Increase conversions (especially mobile)
Improve product discovery
Simplify checkout flow
User research synthesis
Personas
Journey mapping
UX strategy & design principles
Redesigned checkout flow
Personalized recommendations
Visual merchandising guidelines
The first step was analyzing analytics data and user behavior patterns.
Users struggled to find products efficiently due to confusing filters.
The checkout process was too long and complex.
Mobile users experienced friction navigating product pages.
Poor product imagery reduced trust and purchase confidence.
These issues combined to create a high abandonment rate at checkout.
Online shoppers on Zrali Marketplace struggle to discover products and complete purchases because the platform’s filtering system is confusing, product presentation lacks clarity, and the checkout process is too long.
This leads to:
High cart abandonment
Low mobile conversion
Lost revenue opportunities
How might we simplify the shopping journey so users can quickly find products and complete purchases—especially on mobile?
Persona 1 — The Mobile Convenience Shopper
Persona 2 — The Price-Sensitive Explorer
Current Experience
Discovery → Curious
Filtering → Frustrated
Product Page → Uncertain
Checkout → Impatient
Abandonment → Exit
To solve the problems, the redesign followed five core UX principles.
Simplify interactions so users can move from product discovery → checkout faster.
Using:
3-step checkout
Fewer form fields
Autofill inputs
Guest checkout
Since 60% of traffic is mobile, all experiences were designed for mobile first.
Using:
Thumb-friendly filters
Sticky “Add to Cart” button
Collapsible filter panels
Improve product presentation to increase trust and engagement.
Using:
Consistent product photography guidelines
Larger product images
Quick-view previews
Help users discover products faster.
Using:
Personalized product recommendations
Recently viewed products
Dynamic category suggestions
Show only what users need at each step to reduce cognitive load.
Using:
Minimal filter options initially
Expandable advanced filters
Simplified checkout fields
The redesigned experience focused on:
Faster product discovery
Mobile-friendly navigation
Strong visual merchandising
Simplified checkout flow
The result was a much smoother shopping journey from discovery to purchase.
Created interactive prototypes for key user journeys including product discovery, product search, product page, cart, and checkout.
After launch, the redesign aims to show strong improvements.
Reduction in Cart Abandonment
Checkout Time
Mobile Conversion
Average Order Value
Even small improvements to checkout steps can significantly increase conversions.
Designing for mobile improved usability across all devices.
High-quality product imagery significantly influences buying decisions.
If given more time, I would explore:
This project demonstrated how UX strategy, visual design, and interaction improvements can significantly improve e-commerce performance.
By focusing on user needs, reducing friction, and optimizing mobile experiences, the redesign transformed Zrali Marketplace into a faster, more intuitive shopping platform.
Have a project in mind? I’d love to hear about it. Send me a message and let’s discuss how I can help bring your vision to life.
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