Driving a 27% conversion lift through frictionless design

Optimizing the decision-making journey and checkout flow for Brazil's leading footwear retailer.

The Context & Challenge

Studio Z (STZ) is a retail giant with high e-commerce traffic, but faced a critical challenge: users were struggling to navigate the vast product catalog, and the checkout flow was leaking revenue. The goal was to increase the conversion rate by reducing friction in the mobile experience, focusing on product selection and finalizing the purchase.

The Strategy

Discovery & Analysis: Using heatmaps and session recordings, I identified two main friction points. First, the filtering and category navigation on mobile were too complex, leading to high cognitive load during product selection. Second, the checkout process had too many distractions and mandatory steps, resulting in high cart abandonment.

The Solution: My strategy focused on a two-pronged attack:

Streamlining the PLP (Product Listing Page): Redesigning the filtering system for one-handed, mobile-first use to accelerate the decision-making process.
Simplifying the Checkout: Converting the checkout into a linear, single-purpose journey focused solely on finalizing the transaction.

The Execution

The execution focused on stripping away non-essential elements to prioritize decision-making speed. By applying a mobile-first visual hierarchy, we reduced cognitive load at critical drop-off points to ensure a frictionless path to purchase. Every UI component was redesigned to guide the eye toward the primary action and transform user intent into confirmed revenue.