OVerVIew
Scope
Cue was a company that proved itself with COVID products in the early days of the pandemic. So much so that its clients included brands like Netflix, NBA, Air Canada, Lyft, and NASA. The company wanted to strengthen its e-commerce dynamics to compete with rivals like Hims and Amazon Pharmacy. At this point, they appointed me as the lead designer responsible for the Shop e-commerce division.
Challenge
We need to increase awareness about our products and clearly showcase our values. Our users are not completing the end-to-end purchase process, so let's create a more seamless journey. As a company, we need a new look and feel to catch new trends.
Team
I led a team of 2 designers, and collaborated with 1 product manager and 2 developers. Also members from the data and marketing teams contributed greatly and enhanced our output.
takeaways
Based on our user testing and research, we discovered that our users have a strong habit of reading articles related to treatments. This has led us to add more content even during the sales steps, deviating from traditional e-commerce rules, to build trust.
MY Role
Journey Starts with Research
Before starting a comprehensive project, I conducted competitor analysis and benchmarked the flows of major companies. Then, I reviewed analytical reports for the sales-focused journey and designed prototype tests to address relevant pain points. This approach allowed me to gather real user data as quickly as possible while designing the flows and new structure.
Strategy
Cue was a company that proved itself with COVID products in the early days of the pandemic. So much so that its clients included brands like Netflix, NBA, Air Canada, Lyft, and NASA.


- Create New Look & Feel With New Design System

- Increase Shop Pages Engagement and Reduce Bounce Rate

- Create Info Architecture and Redesign Product Discovery Flow According To User Needs
- Boost up Upsell Products and increase Cart Amount
Design System Process
Information Architecture Process
Previous navigation
New navigation
26%
average session duration
the transition and engagement rates to product and program pages increased by 26%.
Product Discovery and Shop E2E Process (B2C)
Long story short...
14%
average session duration
After launching the new PDP(Product Detail Page) I designed, the upselling amounts and purchase rates increased by 14%.
Screen Samples (UI)
PLP (Product Listing Page)
Condition Page
PDP (Product Detail Page)
Result
17%
bounce rate decrease
In the e-commerce/shop flows I managed, the bounce rate decreased by 17% compared to the previous design.
26%
average session duration
the transition and engagement rates to product and program pages increased by 26%.
32%
journey completion time
On the product detail pages I designed, after launching the questionnaire first flow designs, the completion rate of purchases by our users increased by 32%.
14%
Upsell Amounts on PDP
After launching the new PDP(Product Detail Page) I designed, the upselling amounts and purchase rates increased by 14%.
other projects
WEELO
