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Modern Web Design for E-commerce

[Web Design]

Client

Shopify Inc.

Role

Lead Designer

Year

2023

Type of service

Web Design

The problem

The existing e-commerce site suffered from an outdated visual aesthetic and cluttered navigation, causing high bounce rates on product pages and low cart-conversion rates. Slow load times further frustrated users, while inconsistent branding and UI patterns made the shopping journey feel disjointed. On mobile devices, poor responsiveness led to frequent drop-offs, preventing customers from easily discovering products or completing purchases—and ultimately eroding both sales and brand loyalty.

Process

We executed a comprehensive redesign in six phases to tackle visual, navigational, and performance issues:

‍

  • Audit & analytics: reviewed site metrics (bounce, load times) and audited UI components to identify visual clutter and branding inconsistencies
  • User research & journey mapping: conducted customer interviews and mapped key flows—browsing, adding to cart, checkout—to uncover pain points in navigation and mobile use
  • Information architecture: reorganized menus, filters, and product categories into a clear hierarchy to simplify discovery and reduce clicks.
  • Visual design & development: applied a modern aesthetic—consistent colors, updated typography, and streamlined components—while implementing optimized images, lazy loading, and minified assets for faster load times.

Solution

We launched a modern, cohesive e-commerce experience that delights users and drives conversions:

‍

  • Streamlined navigation through a reorganized information architecture with clear categories, intuitive filters, and consistent menus
  • Modern visual design featuring a unified color palette, refined typography, and reusable UI components to reinforce brand identity
  • Mobile-first responsiveness ensuring layouts adapt seamlessly across devices, with touch-friendly elements and optimized breakpoints
  • Performance optimizations including lazy-loaded images, asset minification, and CDN delivery to slash load times and reduce bounce rates

Outcome

Following the redesign, page load times fell from over 5 seconds to under 2 seconds, driving a 25% uplift in overall conversion rate and a 30% increase in mobile purchases. Bounce rates on product pages dropped by nearly half, and average order value climbed by 15%. Together, these improvements boosted quarterly online revenue by 20% and significantly strengthened the brand’s digital presence.

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