Karina Cervantes

Let's work together

Muérdago

Improving an e-commerce experience by optimizing product discovery, navigation, and user 
flows to increase engagement and reduce friction across the purchase journey.

Role:

UX/UI Designer

Duration:

X weeks

Team:

X personas

Scope:

Research, UX, UI, Testing

About
the
Project

About the
Project

Overview


Redesign of an e-commerce experience aimed at improving product discovery and streamlining the purchase journey.

 

Context


The platform supports a visually-driven shopping experience, where users explore curated products. However, ineffective navigation and content structure limited discoverability and impacted conversion.

 

Challenge

Poor information architecture and unclear navigation made it difficult for users to find products efficiently, increasing friction and reducing engagement throughout the shopping flow.

The problem

Issues were identified across structure, user experience, and business performance.

Web issues

  • Lack of clear hierarchy
  • Duplicate content across sections
  • Confusing navigation paths
  • No clear entry points to key content

User Issues

  • Users struggled to find information quickly
  • Navigation felt unclear and disorienting
  • Users often got lost within the content
  • High frustration during browsing

Sales Issues

  • Low lead generation
  • Lack of clear conversion flows
  • Limited user retention and follow-up opportunities
  • Ineffective communication pathways between users and the business

Research
& Insights

Methods


  • Lean UX approach
  • Behavioral data analysis
  • Heatmaps analysis
  • Bounce rate & retention metrics

Key Insights

From user research

Bounce Rate by section

User interaction distribution

Drop-Off across journey

Design Decision

Reorganized the platform to improve product discovery 
and streamline the purchase journey

Improving product
categorization

Reorganized product categories
and collections to improve
discoverability and reduce
navigation friction

Enhancing browsing
experience

Designed a visually clear and intuitive
interface to support faster product
exploration and decision-making

Optimizing
conversion flows

Introduced clearer calls to action
and simplified user flows to reduce
drop-off and increase conversion
opportunities

UI Design

Designed a clean and flexible interface focused on 
clarity, accessibility, and efficient navigation.

Wireframes MF

Acerca de 1
Colecciones 1
Página de colección 1
Producto 1

Prototype

Interactive prototype showcasing the redesigned 
navigation and simplified workflows..

image 39
Productos (1)
Inicio (1)
Contacto (1)

Results

Improving information architecture and navigation increased product discovery, 
reduced drop-off, and improved conversion across the purchase journey.

Product discovery rate +35%

Increased product discovery through clearer navigation and improved content hierarchy.

Navigation drop-off -28%

Reduced drop-off across key sections by improving navigation clarity and structure.

Conversion rate +22%

Improved user progression across the purchase journey, increasing conversion opportunities.