Buying without hesitation
Rethinking the e-commerce checkout
E-commerce
UX/UI Prototype
3 days
Context & objectives
The goal of this project was to analyse and improve a mobile and desktop e-commerce purchasing journey, with a focus on readability, visual hierarchy and reducing UX friction.
The existing flow presented several usability challenges: an unclear checkout process, weak visual hierarchy, insufficient user feedback and increased cognitive load during key stages of the journey.
The redesign aimed to create a smoother, more reassuring and conversion-focused experience while maintaining a clean and consistent interface throughout the entire flow.
Confusing hierarchy
Important elements compete for attention, making the journey difficult to scan and understand.
Users cannot immediately identify where to focus or which action to prioritise.
Increased cognitive load and hesitation.
Cross-platform consistency
The experience lacks consistency between desktop and mobile.
Users must adapt to different navigation patterns and interactions depending on the device.
Reduced user confidence.
Unclear progression
The checkout provides little indication of progress.
This can reduce their sense of control and create uncertainty before moving forward.
Perceived effort and drop-off.
Restrictive navigation
Opportunities to go back or explore alternative paths remain limited on certain screens.
Some transitions create the impression of a rigid or constrained journey.
Frustration and loss of control.
UX Review
The original flow lacked clarity throughout several key stages of the purchasing journey.
Visual hierarchy issues, competing actions and the absence of clear progress indicators increased cognitive load and slowed decision-making.
The redesign focuses on creating a clearer, more reassuring and more fluid experience without adding unnecessary complexity.
UX Decisions
01
A guided checkout
Users always know where they are in the process.
02
A clearer hierarchy
Important elements become immediately identifiable.
03
Visible trust signals
Interface evolution
The redesigned purchasing journey delivers a smoother, clearer and better-structured experience, supported by a stronger visual hierarchy at every stage of the flow.
Products, primary actions and essential information are now easier to identify, helping reduce hesitation and simplify decision-making.
The introduction of visual feedback, progress indicators and trust signals improves overall understanding of the journey while reinforcing users’ sense of control.
A clear and reassuring confirmation experience.
Test the prototype
From product selection to order confirmation, every step of the journey was redesigned to reduce friction and support decision-making.
The prototype showcases a smoother purchasing experience, with a stronger visual hierarchy, immediate feedback and a guided step-by-step checkout.
Explore a redesigned purchasing journey built to simplify interactions and make conversion feel more intuitive.
The prototype focuses on flow clarity, trust signals and a more seamless user progression.
Estimated impact
A user-centred redesign focused on improving key aspects of the purchasing experience.
Estimates based on e-commerce UX benchmarks and user journey optimisation principles.
Users understand the journey faster, take action more easily and move through the flow with greater confidence.