Crafted User-Centered Design for New Features Targeting High-Income E-commerce Audiences

I designed new features for an existing e-commerce platform, targeting high-income users with the goal of increasing engagement and boosting sales. As the only designer on this project, I managed the entire design process from start to finish, including research, strategy, prototyping, and user testing.

My key contributions:

• Conducted a detailed analysis of client-provided survey data to identify gaps in the requirements and initiated qualitative research to further understand user needs.
• Developed a comprehensive research plan, including creating interview guidelines, recruiting participants, and organizing a research repository for easy access to insights.
• Analyzed findings from user and stakeholder interviews, transforming insights into actionable design recommendations, and presented these to internal leaders for alignment and feasibility assessment.
• Translated validated recommendations into high-fidelity designs and interactive prototypes to effectively showcase the new feature set.
• Conducted usability testing, refining the designs based on user feedback to ensure an optimal and impactful user experience.
• Collaborated closely with developers to oversee the implementation of the designs, ensuring high-quality results upon product release.

Turning Vague Visions into Captivating Campaign Webpages

• I led the design of engaging webpages for an end-of-year campaign, despite facing initial challenges with unclear requirements. Stakeholders were uncertain about how to effectively convey the campaign’s message and visuals to target users, and how best to drive sales.
• I took the initiative to iteratively gather requirements and developed wireframes that addressed these uncertainties, providing UX consultation on how to structure the campaign’s visuals and messaging.
• Given that approximately 75% of users accessed the existing webpages via mobile devices, I prioritized a mobile-first, responsive design. I incorporated brand-provided campaign visuals and crafted clear calls to action that streamlined the user journey toward the sales channels.
• To validate the design, I conducted usability testing, gathering valuable user feedback and refining the design accordingly.
• I also had a chance to lead the development process, ensuring the design was accurately implemented and delivered at a high standard. As you know, it can be challenging for developers to fully translate design into live websites.