Challenge

Ascendia, a growing e-commerce platform, was facing significant challenges with high bounce rates and low user engagement. Customers were leaving the site quickly, and many who stayed were not completing purchases, which led to a sharp decline in conversion rates. James Cooper, the CEO of Ascendia, recognized that the platform’s user journey was disjointed, with a complex navigation structure and an outdated design that was not optimized for mobile users. Ascendia needed a comprehensive redesign that would not only improve user retention but also streamline the checkout process, particularly for mobile shoppers who constituted a large portion of their customer base.

Solution

We approached the problem with a user-centric design strategy, starting with extensive research into Ascendia’s target audience and their online shopping behaviors. Using Figma as our primary design tool, we crafted a modern and intuitive UX/UI that aligned with current e-commerce trends while being tailored to Ascendia’s brand identity.

We focused on creating a seamless and visually engaging navigation experience, reducing the cognitive load on users and ensuring they could easily find products and relevant information. The design overhaul included improved product categorization, clearer call-to-action buttons, and streamlined search functionality. Special attention was given to mobile optimization, as a large portion of users accessed the platform through smartphones and tablets. We redesigned the mobile interface to be more responsive, faster, and easier to navigate, addressing the specific pain points of mobile users.

In terms of functionality, we integrated the redesigned site with Shopify, ensuring smooth backend operations and an optimized checkout process. We simplified the checkout flow, reducing the number of steps required to complete a purchase, particularly for mobile users. Features like auto-fill for payment and shipping details were added to speed up the process. We also incorporated responsive product pages and faster load times to enhance the overall shopping experience.

Results

• Ascendia saw a 55% increase in user engagement, as customers spent more time browsing the platform and interacting with the products. The new navigation system encouraged deeper exploration of the site, resulting in lower bounce rates and higher time spent per session.
• The checkout time was reduced by 30%, particularly for mobile users, where a faster, more efficient process led to fewer abandoned carts. This was a direct result of simplifying the user flow and optimizing the site for mobile.
• Most notably, Ascendia experienced a 4x improvement in conversion rates, with more users completing purchases thanks to the streamlined UX and faster checkout process. The enhanced visual appeal and improved site functionality led to a substantial boost in overall sales, positioning Ascendia for continued growth and success in the competitive e-commerce space.