Industry
eCommerce
Client
Catch
Service
UX/UI Design
Date
Oct 2021 - Mar 2022
Design System
I contributed to the development of a reusable design system that ensured consistency and efficiency across the Catch app. This design system became the foundation for all future design work, streamlining processes and aligning the team around a unified design language.
Challenge
Without a design system, every new project required designing components from scratch and setting up a new library, leading to inconsistent styles across functionalities. This resulted in repeated design work and extra development effort, as each project had to be created bespoke, causing inefficiencies and delays.
Result
By developing the design system, we created a single source of truth, allowing for scalable and efficient updates. This helps designers to focus on solving more complex UX challenges rather than spending time on repetitive visual adjustments. Pre-built components ensured consistency across all touch points, speeding up delivery and minimising miscommunication, while significantly reducing inconsistencies across projects.
Android app redesign
I had the opportunity to lead the Android app redesign, focusing on usability, accessibility, and enhancing the user experience. Guided by user testing and research, we rolled out the most successful updates to iOS, validated through A/B testing, and gained key insights into the differing shopping behaviors of iOS and Android users.
The Challenge
The old Android app lacked accessibility features, making it difficult for all users to interact with the app smoothly. Its interface was not intuitive, leading to lower user engagement and missed opportunities for conversion. Friction points in the shopping journey further reduced customer satisfaction. Additionally, the design and functionality were not aligned with the iOS version, resulting in inconsistent user experiences across platforms.
Result
• Improved app accessibility, making it more user-friendly for all users.
• Increased user engagement through a more seamless and intuitive interface.
• Boosted conversion rates, with key features driving higher purchases and interaction.
• Successfully applied the learnings from Android to iOS, enhancing both platforms.
• Reduced friction in the shopping journey, leading to higher customer satisfaction.
Partial Checkout Feature
Customers frequently added items to their cart with the intention of checking out later, but encountered issues such as price increases or items becoming unavailable. The lack of an option to purchase selected items forced customers to either remove unwanted products or proceed with the entire cart, contributing to increased cart abandonment.
Solution
Introduced the “Partial Checkout” feature, enabling customers to purchase selected items from their cart, streamlining the checkout process, and reducing friction. This enhancement also allowed users to retain items in their cart for future purchases, improving overall user experience and flexibility.
Result
• 23% increase in cart-to-checkout conversion after implementing the partial checkout feature.
• Reduced cart abandonment as customers could now easily purchase selected items without clearing their cart.
• Improved overall shopping experience by giving customers more flexibility and control over their purchases.
Checkout all or multiple items
Express single item checkout
Wishlist Enhancements
Customers were using the cart as a temporary holding space for items they weren’t ready to buy, creating friction in the shopping experience. The cart became cluttered, making checkout cumbersome. There was no easy way to save or organise items for future purchases, leading to missed opportunities for re-engagement when customers were ready to buy.
Solution
• Enabled customers to create multiple collections in their wishlist for better organisation.
• Simplified the process of saving and purchasing items directly from wishlists.
• Reduced cart clutter, enhancing the overall shopping experience.
• Used wishlist data to provide personalised product recommendations.
• Improved customer re-engagement by making it easier to return and complete purchases.
Result
• Wishlist usage increased by 61% in three months.
• Boosted customer engagement by 40% through wishlist organisation.
• Wishlist checkout adoption increased by 25%, driving more conversions.
• Personalised recommendations increased add to cart conversion by 15%.
• Reduced cart abandonment by 20% with a smoother shopping experience.
Search experience uplift
Customers struggled to locate specific products using the existing search filters. The filters lacked clarity and flexibility, resulting in a frustrating user experience, lower conversion rates, and increased drop-offs during product searches.
Solution
• Simplified the filter interface, improving its clarity and ease of use for customers.
• Implemented dynamic filters that adapt to users’ search terms, offering relevant options in real time.
• Redesigned filter categories to be more intuitive and aligned with user needs, reducing cognitive load.
• Enhanced the overall search flow by minimizing steps and friction points,
Result
• Boosted product-to-cart conversions by 34% in a month with improved filters.
• Increased user satisfaction with faster, easier product searches.
• Reduced search abandonment by 20%.
• Enhanced engagement and conversions through a smoother search flow.
