E-commerce redesign for a clothing store
A full overhaul of the shopping experience: a streamlined checkout, mobile-first navigation and dynamic filters to cut abandonment and lift conversion.
The challenge
A clothing e-commerce store with a low conversion rate and high cart abandonment. The diagnosis pointed to clear problems: a 5-step checkout that created friction, confusing navigation on mobile and a filter system that made products hard to find.
Cart abandonment reached 78%, and most traffic (65%) came from mobile, where the experience was especially poor. The goal: redesign the entire shopping experience to cut friction and turn visitors into buyers.
Our approach
We analyzed the full conversion funnel to pinpoint where buyers dropped off. Checkout was the most critical point: 5 steps with redundant forms that drove mass abandonment. On mobile, browsing by category made it hard to filter efficiently.
The strategy was to cut friction at every step: we consolidated checkout from 5 steps to 3, added dynamic filters that update in real time, and rebuilt product pages for mobile with native gestures (swipe for colors, horizontal scroll for sizes).
Checkout flow: before and after
Cutting checkout from 5 steps to 3 was the highest-impact decision. Fewer screens, less friction and more completed purchases.
Before: 5 steps
- Cart
- Details
- Shipping
- Payment
- Confirmation
After: 3 steps
- Cart
- Details + Shipping + Payment
- Confirmation
-40%
Fewer steps
1 page
Details + payment combined
Progressive
Clear visual feedback
The screens
Product catalog on desktop
A redesigned catalog with a persistent filter sidebar, a clear product grid and navigation tuned to find what you want fast.
Product detail on mobile
On mobile, every pixel counts. The product page leads with the image, shows the essentials and keeps the buy button always within reach.
Projected metrics
Estimated impact of the redesign, based on e-commerce benchmarks and UX best practices.
-40%
Checkout steps
From 5 to 3 steps
+25%
Mobile conversion
Mobile-first UX
<2s
Load time
Asset optimization
Dynamic filters
Results in real time
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