I was the sole designer in MadeiraMadeira’s hybrid mobile app’s squad via Esparta. The app had steady growth since its soft release 4 months before, but the cart and checkout experience was substandard. Changes were time-costly, and there was an opportunity to simplify flows.
So I proposed a redesign, believing an easier, more flexible solution would cut costs and benefit users.
I ran into the many requirements and restraints of an established, 10-year old e-commerce. Managing business expectations from executive stakeholders was a valuable takeaway, and the solution is now pending release.
On top of a previous heuristic analysis by two senior designers, I first audited a few e-commerce mobile apps to develop an understanding of the industry’s patterns.
The heart of the matter was that the purchase experience tried to be both a multi-step and a one-step model. In doing so, users benefited neither from progressive disclosure nor from concise control.
Having developed an understanding of the problems, including working out technical details with our PM, I started developing multi-step and one-step concepts under UX Designer Daniel Peticor. Referring to Baymard Institute’s e-commerce guidelines and running a critique session helped shape the first version.
I assessed all feedback and sought to refine a second version. The main concern was the price breakdown section, which then became a fixed element.
Finally, I documented and annotated the design. The multiple attributes and payment methods caused many variations, which I mapped with the help of the engineering team.
Looking back, support for research and testing would have contributed to a more impactful solution. Going further, I'd test for information overload, potentially simplifying the experience to users' needs.
I’m grateful to UX Designer Daniel Peticor for his detailed counsel, UX Designer Rafaela Raboni and Claudio Rezende for their insights, PM Carlos Perussi for his seasoned technical knowledge, and Dev Leonardo Felipe for his skillful execution.
•••
This project was a remarkable exercise for comprehension and self-management. Presenting design in a business context was also a lesson — it demanded careful synthesis and listening. My organizational skills played a valuable part in seeing the project to completion.
The initiative also led the development team to refactor the cart & checkout codebase, likely improving performance and workflow.
I was the sole designer in MadeiraMadeira’s hybrid mobile app’s squad via Esparta. The app had steady growth since its soft release 4 months before, but the cart and checkout experience was substandard. Changes were time-costly, and there was an opportunity to simplify flows.
So I proposed a redesign, believing an easier, more flexible solution would cut costs and benefit users.
I ran into the many requirements and restraints of an established, 10-year old e-commerce. Primarily, managing business expectations from executive stakeholders was a valuable takeaway. The solution is now pending release.
On top of a previous heuristic analysis by two senior designers, I first audited a few e-commerce mobile apps to develop an understanding of the industry’s patterns.
The heart of the matter was that the purchase experience tried to be a multi-step and a one-step model. In doing so, users benefited neither from progressive disclosure nor from concise control.
Having developed an understanding of the problems, including working out technical details with our PM, I started developing multi-step and one-step concepts under UX Designer Daniel Peticor. In the process, referring to Baymard Institute’s e-commerce guidelines and running a critique session helped shape the first version.
On top of a previous heuristic analysis by two senior designers, I first audited a few e-commerce mobile apps to develop an understanding of the industry’s patterns.
The heart of the matter was that the purchase experience tried to be a multi-step and a one-step model. In doing so, users benefited neither from progressive disclosure nor from concise control.
Having developed an understanding of the problems, including working out technical details with our PM, I started developing multi-step and one-step concepts under UX Designer Daniel Peticor. In the process, referring to Baymard Institute’s e-commerce guidelines and running a critique session helped shape the first version.
I assessed all feedback and sought to refine a second version to successfully meet expectations.
Finally, I documented and annotated the design. The multiple attributes and payment methods caused many variations, which I mapped with the help of the engineering team.
Yet, I believe the project raised the bar and hopefully provided a solid basis for future user-centered refinement.
I’m grateful to UX Designer Daniel Peticor for his detailed counsel, UX Designer Rafaela Raboni and Claudio Rezende for their insights, PM Carlos Perussi for his seasoned technical knowledge, and Dev Leonardo Felipe for his skillful execution.
•••
This project was a remarkable exercise for comprehension and self-management. Presenting design in a business context was also a lesson — it demands careful synthesis and listening.
The initiative also led the development team to refactor the cart & checkout codebase, likely improving performance and workflow.
Looking back, support for research and testing would have contributed to a more focused, impactful solution. I also realized I could have shared progress more often for a smoother process.
