Cunningham Design Lab

Work

Process

About

Insights

Contact

Streamlining the eCommerce Purchase Experience

Modernization of an ecommerce platform to increase conversion rates and drive an additional 5+ million in sales.

Role

Senior Product Designer

Timeline

6 weeks (2022)

Team

3 designers, 1 PM, 2 devs, 1 data analyst

Mockup showing a category ecommerce page for flowers on a phone and a laptop

the challenge

Our team was in charge of innovation for the ecommerce platform, with conversion rates acting as our main KPI.

  • Data was showing a steep drop off in the funnel after users first landed on the platform — higher drop off than seen in competitors

  • We needed to figure out what was causing the drop off, and then come up with a quick solution to address the issue

Impact

New designs and an updated user journey resulted in a 10% conversion uplift.

design process

Research

Understand what is causing the drop off

Iterate

Quickly come up with solutions

Test

AB test top solutions to measure success rate

Deliver

Release top solution and track impact

Analysis of existing ecommerce pages

understanding the problem

Through market research we identified a key part of traditional ecommerce flows that our product was missing — the categories page.

coming up with solutions

Taking inspiration from our market research, our team created a wide range of UIs to see what best highlighted our top products and resonated with stakeholders.
Mid fidelity iteration of category listing page
Mid fidelity iteration of category listing page
Mid fidelity iteration of category listing page
Mid fidelity iteration of category listing page
Mid fidelity iteration of category listing page
Mid fidelity iteration of category listing page
Two final selections were moved into development for AB testing. The first was the option the design team advocated for that limited user decision making and clearly highlighted top products. The second was a stakeholder favorite inspired by Amazon that provided more product options to the user.
High fidelity render of testing option for category landing page
High fidelity render of testing option for category landing page

final solution

After AB testing, both options resulted in an increased conversion rate and validated our introduction of the categories page to provide additional guidance to users.

The design with fewer product options was more successful, resulting in a 10% increase to conversion rates.
High fidelity mockup of category landing page for sympathy flower ecommerce site

Next

© Charlotte Cunningham 2025