Redesign Project
Beauty, Simplified
Optimizing the mobile checkout experience for Tica, a sustainable beauty brand.
Understanding Tica's Users and their Pain Points
The Typical Tica User
Environmentally conscious: They value eco-friendly, cruelty-free products.
Health-focused: They prioritize gentle, chemical-free options.
Digital shoppers: They expect seamless, mobile-friendly online experiences.
Value-driven: They want transparent pricing and clear benefits.
The Problem with Mobile E-commerce:
Mobile cart abandonment is as high as 80%. The reason behind such high rates are most of the times due to common design pitfalls:
Overloaded information: Crowded designs lead to confusion and distraction.
Redesigning for Accessibility and Conversions
The Product Detail Page (PDP)
Current Challenges
Missing key information: Product names and key details are buried under the fold.
Weak copy and images: No lifestyle imagery to connect emotionally with users.
Accessibility issues: Poor text contrast.
Hidden CTAs: Important elements like “Add to Cart” hidden below the fold.
Proposed Changes
Above-the-fold information: Name, price, rating, and subtitle moved above the product image to ensure key details are immediately visible.
Immediate access to reviews: According to multiple sources, 89–99.9% of consumers read online reviews before making a purchase.
Lifestyle imagery: Use of images with models as the first image to create emotional connection.
Focus on unique selling points: USPs directly below the image to reinforce the product's eco-conscious benefits.
CTA above the fold: Add to Cart button above the fold to make it highly visible and actionable.
Extra: Enhanced contrast for main CTA and text.
Benefits:
Reduced friction and improved likelihood of conversions. Emphasis on elements building trust, aspiration and emotional connection.
The Cart
Current Challenges
Missing information: No mention of product size.
Lack of hierarchy: Incentives like free shipping and gifts are not organized efficiently and they force the user to make the maths instead of showing clear numbers to reach a target.
External links: Gift offers require users to leave the cart to read terms.
Hidden CTAs: Main CTA is below the fold
What They Nail
Ability to calculate shipping cost before reaching the shipping page. However, this could also be improved with better copy: instead of 'Shipping options' this could be 'Let's calculate your shipping cost'.
Proposed Changes
Incentives progress bars: Clear progress bars for both free shipping and the free gift to motivate users to keep shopping.
Informative cards: Mention of product size.
CTAS above the fold.
Benefits:
Target-oriented flow: less distractions and clear incentives.
Better information hierarchy: The user is guided from top to bottom.
The Checkout Flow
Current Challenges
Navigation: As soon as one lands on the checkout flow, one can see is already on step 2, 1 being the cart, but there is no clear way of going back.
Mixed information: The information asked for does not aligned with the part of the checkout flow the user is in. Coupon codes and unrelated elements clutter every step.
Scrolling instead of clicks: Grouping the review order details before payment details makes the checkout process 'shorter' but forces the user to scroll down to actually complete it.
What They Nail
Progress indicator: Use of steppers to show the user how much longer to complete the purchase.
Guest checkout: The user does not need to log in to complete a purchase, this removes a lot of friction.
Secure checkout: Showcase of safety badges.
Price Visibility: Price is visible at all times.
Proposed Changes
Decluttering: The options showed are only the ones related to the part of the flow.
Review screen: Dedicated review step before payment to reduce anxiety about errors.
Benefits
Clear steps and shorter chunks of information align with mobile-first design principles and maximize the likelihood of completing the checkout process by reducing cognitive load, confusion or accessibility issues.
Takeaway
By adopting a mobile-first, user-centered approach, this redesign transforms Tica's checkout flow into a streamlined, accessible, and conversion-focused experience. Clear CTAs, emotional connections, and transparent details cater to the modern, eco-conscious shopper while maximizing business potential.
In e-commerce, reducing friction isn’t just good for users—it’s good for business. This project shows how small, thoughtful design decisions can lead to big impacts in both user satisfaction and bottom-line results. 🌿🛒