Online Shopping Experience - Conversion Growth


The Nature's Bowl eCommerce MVP was launched nationwide in September 2020. The eCommerce was not generating enough revenue through sales. The goal of this project was encourage the users to shop their desirable to products thereby increasing the sales conversion.

Project Info

UX Design


Microsoft Clarity


Nov 2020 - Jan 2021
12 weeks



My Role

I was the Product designer for this project. I was working along with another designer to strategize, conceptualize, design and deliver the hand-offs to the developer for the e-commerce platform.


Designed concept low-fi wireframes, refined features and designed high-fi prototypes.


Conducted competitive analysis of the checkout flow and home experience.

UX Benchmarking

Analyzed the user behavior pattern, Led multiple current system audit.

Why the eCommerce was not getting enough sales?

The current website was not generating enough sales and I wanted to understand the reason behind this issue. I used two of the resources available to me i.e Google Analytics and Survey Feedback.

Problem Statement

The Target problem areas

1. How might we make our customers feel that our products are reliable and worth their money?

2. How can me provide better access to the items on sale?

3. How can we simplify the checkout process to for the Cash on Delivery process?

Success Metrics

Matching KPI's with business goals

1. Increase in Overall Conversion Rate

2. Decrease in the Home Page  Bounce Rate

3. Increase in the Overall Sales by at least 2%?

Analyzing current service

Users were not convinced with product quality

1. Information Overload, the checkout CTA on the home page makes the user feel forced to purchase the product without building the credibility.

2. The images used does not provide the unique value proposition of the products.

3. The interface didn't resonate a shopping experience instead more of a computer software application, which raised red flags about the legitimacy of the website.

4. The discount of the sale items were to low to encourage users to purchase the products.

5. The user are unaware and couldn’t find the COD option on the checkout page.

The Solution

Introducing an Premium Online Shopping Experience

Information Architecture

Breaking Down the Content Piece by Piece

Persuading Customers to act on an offer

The eCommerce page is designed with an only one goal to help users to decide and act on the offer. The design included personalized headers and relevant information of the offer. The CTA is designed to compel the user to act on the offer.

Transparent Product Sale

The design introduced a new sales section directly accessible from the navigation menu (green highlight). Also introduced Bundled offers to provide users with a compelling discounts and at the same time driving the Cart Value directly affecting the revenue of the business.

A/B Testing

Building Social Proof

I decided to make use of Social proof as means to build trust and drive the conversion rates. As social proof I had two sources reviews of current customers from CSS and Social Media Engagement. I conducted A/B Testing to find out which design was better suited for our use.

Shopping Cart

A Transparent Cart

The New Shopping Cart is focused more towards giving a premium and comfortable experience. At the same time providing a transparency to the payable amount through the checkout process.

Checkout Flow

Rethinking inclusive payment checkout flow

The New Shopping Cart is focused more towards giving a premium and comfortable experience. At the same time providing a transparency to the payable amount through the checkout process.

Reflections and Takeaways

Some of the key takeaways through this project

  • Learning about the user requirements and their goals, to fulfill these needs through designing the experience of the application
  • Work in a faced paced environment to finish deliverables by setting timed goals and accomplishing them.
  • Working in a direct collaborative environment of cross-functional teams of designers, developers, marketing, content and project owners.
  • Importance of a collaborative iterative process of design. During this project I learned to question myself about my every design decision and to see what could be done to make this more efficient.

Thank You