Ecommerce Site Redesign
Eventgroove’s ecommerce platform hadn’t been updated since 2015, resulting in declining conversion rates and heavy reliance on expensive paid search. The product configuration process required 11 clicks with inconsistent pricing, creating friction that was costing us customers.
My Role: Lead Product Designer
Team: Product Designer, Copywriter, Developer
Research & Approach
Identified the problems through:
- Heuristic analysis identifying areas of friction and confusion. Â
- 11-click customization process and inconsistent pricing were likely causing conversion problems.
- Competitive benchmarking of 3 industry leaders
Key insight: Users needed upfront product configuration and transparent pricing, but legacy system constraints required a phased approach.
Strategy: I proposed testing in phases to balance quick wins with longer-term improvements—Phase 1 (Homepage SEO/UI), Phase 2 (Category pages), Phase 3 (Configuration overhaul).
Design Process
I focused on high-impact UX improvements achievable within technical constraints:
- Restructured information architecture based on user search patterns
- Simplified visual hierarchy to guide conversion funnel
- Designed mobile-responsive layouts (40% of traffic)
- Created upfront pricing calculator to address transparency issues
- Reduced configuration from 11 clicks to 3-step flow
Proposed A/B testing each phase to validate designs with real user behavior before full implementation.
Results
Phase 2 A/B test showed 10% engagement increase, validating that UI improvements alone drove measurable impact. This built stakeholder confidence for Phase 3 investment.
Currently monitoring conversion rate improvements and SEO ranking changes as additional phases roll out.
Solution
The first image is the old version of the page. The second image is the recently redesigned version.
Phase 1: Homepage (Launched)
Restructured homepage with SEO-optimized content, improved visual hierarchy, and clearer value propositions. Maintained existing technical framework while modernizing UI.
Key Features:
- Refactored content sections based on competitive analysis
- Improved mobile responsiveness
- Clearer navigation to product categories
- Enhanced calls-to-action
Phase 2: Silo Pages
Redesigned product category pages with modern UI, better product presentation, and improved mobile experience.
Key Features:
- Streamlined page layout reducing cognitive load
- Better product imagery and descriptions
- Improved filtering and navigation
- Foundation for configuration form (Phase 3)
Phase 3: Product Configuration
New 3-step configuration process with upfront pricing calculator, real-time customization preview, and mobile-optimized flow.
Key Features:
- Reduced clicks
- Transparent, consistent pricing display
- Visual product preview during configuration
- Responsive design for mobile users
What I Learned
Phased rollouts work: Shipping incrementally created faster business value than waiting for a perfect redesign.
If I could do it again: I would conduct lightweight user interviews upfront (even just 5 customers) to validate which pain points most impacted conversion, rather than relying primarily on analytics and competitive analysis.`
