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Ecom · Service

Less friction.
A clearer path to buy.

I design product pages, shopping journeys and checkout flows that help customers understand the offer and take the next step.

RoleResearch, UX, UI
ScopeProduct pages, cart, checkout
PlatformEcommerce storefronts
FocusMobile and desktop

Storefront concepts with temporary Fellow product imagery. Layouts are illustrative, not client work or measured results.

01 / product
FORM / COFFEEShop   About   Bag (0)
Temporary kettle product image
THE EVERYDAY COLLECTION

Pour-over kettle

$198 Example price

A considered start to your morning.

Sesame
Shipping & returns, made clear.
Add to bag

Delivery details before checkout.

A clear next step
checkout / concept
FORM / COFFEE

Make it yours.

Temporary kettle product image
Pour-over kettle

Sesame · Qty 1

$198
Email address ✓
Delivery address ✓
Order total$198
Continue to payment
A connected path from product to purchase.Concept · temporary imagery
The problem

Small obstacles interrupt a purchase.

Unclear product information, hidden costs and awkward forms make shopping harder. The work starts by finding those obstacles and designing a clearer route through them.

How it works

Four steps.

1. Review the journey

Map the shopping flow and identify where customers hesitate or leave.

2. Prioritise friction

Use research and analytics to choose which problems to address first.

3. Design the flow

Clarify content, navigation and key actions across screen sizes.

4. Validate the changes

Review usability and plan measurement before and after release.

journey map
01Discover
02Decide
03Purchase
Can I find the right product?Do I have enough information?Can I finish without friction?
Find the decisions that slow shoppers down.Illustrated workflow
checkout wireframe
Continue
Design the order of information before the polish.Illustrated workflow
The design

Make the next step obvious.

checkout / concept
FORM / COFFEE

Make it yours.

Temporary kettle product image
Pour-over kettle

Sesame · Qty 1

$198
Email address ✓
Delivery address ✓
Company name (optional)
Create an account
Order total$198
Continue to payment
Before concept / More decisions, less clarity.Concept · temporary imagery
checkout / concept
FORM / COFFEE

Make it yours.

Temporary kettle product image
Pour-over kettle

Sesame · Qty 1

$198
Email address ✓
Delivery address ✓
Order total$198
Continue to payment
After concept / Essentials first, one clear action.Concept · temporary imagery
Results
—

Result placeholder: checkout completion

—

Result placeholder: product-to-cart rate

—

Result placeholder: usability findings

What I do

From the first idea to delivery.

  • UX audit
  • Customer journeys
  • Wireframes
  • Product-page design
  • Checkout UX
  • Prototyping
  • Usability review