Finding products was harder than it should be
The store relied on an outdated category structure with too many top-level categories and poor navigation patterns.

Configurable products created friction
Users could customize products through different variants, add-ons and installation services, but the experience lacked clarity and resulted in drop-offs.

The visual experience felt outdated
The redesign also needed to support a company-wide rebranding effort while modernizing the shopping experience.

I simplified the information architecture by reducing the number of top-level categories and making key product groups accessible immediately.

Additional improvements included:
- redesigned mega menu
- improved category hierarchy
- smart search
- better filtering experience

Result: faster access to products and clearer navigation paths.

One of the largest friction points occurred on customizable products.

I redesigned the product page to better structure:
- variants and dimensions
- installation services
- complementary products
- predefined bundles

The goal was to help users understand available options without overwhelming them.

Result: a clearer configuration experience and lower purchase friction.

The redesign introduced a more contemporary visual language aligned with the company's new branding while improving responsiveness across devices.

Changes included:
- refreshed visual hierarchy
- updated typography and colors
- stronger promotional sections
- mobile-first improvements

The redesign was fully implemented and positively received by the client.

According to post-launch feedback:
- conversion rates improved
- bounce rates decreased in key purchase flows
- the updated experience aligned successfully with the new brand direction