How UX Strategy Scaled an E-Commerce Store from $0 to $4M in 2 Years
A deep dive into how research, UX improvements, and A/B testing led to real business impact.
Role
Product Designer (UX/UI) & CMS Developer
Tools
Figma, FigJam, WordPress and Elementor
Team
Solo Project
Timeline
3 months
Overview
Empório Xingu is a natural food store located in the Zona Cerealista in São Paulo, Brazil. The business wanted to expand beyond its physical store and provide an online shopping experience for its customers.
GOAL
✔ Transition existing customers to online shopping.
✔ Expand the store’s reach nationwide.
✔ Ensure a smooth and accessible user experience.
PROBLEM STATEMENT
What Was Wrong?
- The store was new, with no existing customer base or traffic.
- User behavior challenges: Target audience had low familiarity with online shopping.
- High drop-off rates in checkout and low initial conversion rates.
- Users were unsure about the credibility of the store, leading to concerns about making a purchase.
- Shipping costs were perceived as too high, discouraging customers from finalizing their orders.
How I Identified These Issues:
- Google Ads data revealed high engagement but low conversion rates.
- Heatmaps & analytics showed users frequently abandoning their carts before reaching payment.
- Feedback from potential customers indicated doubts about the legitimacy of the store and concerns about shipping prices.
Research & Insights
I conducted market research, user analysis, and competitor analysis to understand user behavior and industry trends.
Key Findings:
1. Price sensitivity: Users were highly focused on promotions and discounts.
2. E-commerce unfamiliarity: Many customers were new to online shopping, requiring an intuitive and simplified user flow.
3. Delivery as a pain point: Unclear delivery options caused hesitation, requiring a more visible and reassuring approach.
4. Shipment costs were a major concern, so I collaborated with logistics to improve pricing strategies.
Prototyping & Design
I translated research findings into low-fidelity wireframes and interactive prototypes to test usability and iterate based on feedback.
Design highlights:
✔ Developed a clean and accessible UI aligned with the brand’s identity.
✔ Created prominent banners and CTAs focused on promotions.
✔ Designed a fixed scrolling carousel highlighting delivery discounts.
✔ Established a design system for consistency.
✔ Enhanced Feedback Messaging adding clearer confirmations when adding products to the cart.
✔ Simplified Checkout Process with fewer steps, clearer CTAs, guest checkout option.
UI Usability Testing & Refinements
I conducted an unmoderated remote usability study with 5 participants in Brazil.
Key Adjustments Based on Feedback:
✔Refined navigation & checkout flow to simplify the purchase process.
✔Enhanced banner placements to improve visibility of key promotions.
✔Optimized mobile experience for a seamless shopping journey.
Study Type
Unmoderated Usability Study
Location
Brazil, Remote
Participants
5 Participants
Length
20-30 min
Major Impacts
Average checkout conversion rate
(last 12 months)
Revenue growth from $800/month to
in 2 years
More than
customers across Brazil
Over
of sales came from returning customers
Color Palett
Page layout
Goal:
Create a clean, intuitive layout that highlights promotions, simplifies navigation, and builds trust with first-time online shoppers.
Key Sections & UX Decisions:
Hero Section
✔ Large promotional banner showcasing best-selling products and discounts.
✔ Clear CTA buttons (“Shop Now,” “View Offers”) for easy navigation.
✔ Fixed delivery carousel to reinforce free/discounted shipping options (addressing user hesitation).
Product Categories
✔ Well-defined categories to guide new users and avoid overwhelming choices.
✔ Prominent discount labels to cater to price-sensitive customers.
✔ Quick-access filters for a smoother browsing experience.
Checkout Flow
✔ Simplified checkout process with fewer steps to reduce friction.
✔ Security badges & payment options displayed early to build confidence.
✔ Guest checkout available to prevent drop-offs from new users.
Mobile-first approach
✔ Sticky navigation bar for quick access.
✔ Larger tap targets for seamless mobile interactions.
✔ Optimized scrolling experience to prioritize key content.
Desktop Enhancements
✔ Expanded search functionality for power users.
✔ Hover effects & micro-interactions to improve engagement.
✔ Dynamic product recommendations based on browsing behavior.
TAKEAWAYS
WHAT i'VE LEARNED
✔ Understanding user psychology & shopping behavior was key to conversion growth.
✔ A/B testing small elements (CTAs, promotions, pop-ups) made a huge impact.
✔ Simplified UX wins over aesthetics when dealing with less tech-savvy audiences.
What I Would Improve Next
✔ Conduct deeper competitor & user research before launch → The tight deadline limited early insights.
✔ Further refinements in personalization & loyalty programs to increase returning customers.
