APPROACH
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Stakeholder discovery: aligned with marketing, sales, logistics, and IT to define priorities, integration constraints, and success metrics.
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Competitive & category research: analyzed direct competitors and global mattress brands to identify high-converting product page patterns, delivery/return UX, and upsell opportunities (bundles, accessories).
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Mobile-first design: prioritized responsive flows and simplified navigation for on-the-go shoppers.
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Integration planning: designed data flows for inventory, order management, and CRM to keep product availability and customer records synchronized.
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Analytics UX: designed dashboards showing funnel conversion, SKU performance, channel attribution, and returns/fulfillment KPIs tailored for commercial and marketing users.
DESIGN HIGHLIGHTS
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Product detail pages with modular content: clear hero imagery, quick-buy options, firmness/comfort selector, comparison table, and trust signals (warranty, certifications, reviews).
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Streamlined mobile checkout: guest checkout, autofill, progressive steps, and visible shipping/return info to reduce abandonment.
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Guided product finder: short assessment (sleep position, firmness preference, budget) that recommends products and reduces decision paralysis.
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Sales analytics dashboards: executive overview (revenue, AOV, conversion), SKU heatmaps, channel attribution, and regional fulfillment performance.
RESULT
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Increased website traffic and conversions through improved UX, clearer product information, and mobile-first checkout.
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Higher average order value from guided recommendations and bundled offers.
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Reduced checkout abandonment with simplified flows and clearer shipping/returns.
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Faster marketing insights: custom analytics enabled quicker campaign optimization and better inventory allocation.
CHALLENGES
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Build a responsive e-commerce site that showcases product range (mattresses, foam, accessories) and supports catalog browsing, filtering, and secure checkout.
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Integrate with existing inventory and order systems to keep stock and pricing accurate.
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Deliver custom sales analytics that surface channel performance, SKU-level trends, and conversion funnels for commercial and retail teams.
MY ROLE
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Lead UX Designer: led user research, information architecture, interaction design, checkout UX, product detail pages, and analytics UX.
