challenge:

The purchase path content presentation and hierarchy impacted customer trust and presented unnecessary barriers for users from different countries.

goal:

Simplify decision-making funnel and improve clarity, trust and overall UX.

process:

User research (video calls with users in various countries), team design exploration, UX design, design socialization, validation test (again with users), Iteration.

results:

• Usability research provided insight that customers in different countries placed higher value on specific aspects of their shopping experience. Mexican customers prioritized product availability, Brazilian customers preferred payment installment options, Chinese customers were focused on product authenticity, and Indian customers valued price comparisons.

• I created shopping experiences and purchasing paths based on these insights, focusing on the key factors for each group.

• Conversion rates improved significantly and trust issues were mitigated by creating a more personalized and informative shopping experience for each demographic.

my role:

User research, UX design, design socialization