Elevating E‑Commerce Experience
recognitions
Valentina, your UX/UI commitment to the project is exceptional! Thank you for your heart and hard work, Figma Guru! Good luck with future endeavours!
Dear Valentina, Thank you for acting proactively, establishing trustful relationships, and demonstrating a strong commitment to the Customer’s success.
Enhancing Purchase Flows for a Global Education Leader
I was part of the design team supporting the e-commerce platform of a global education company that develops and delivers innovative learning tools for a diverse audience. This company not only produces textbooks but also engineers digital products, assessments, and personalised learning environments.
target audience
The target audience encompasses students, educators, working professionals, and institutions. My focus was on the company’s Assessments division, which provides tools for psychologists, educators, and HR professionals, including cognitive tests, certifications, and diagnostics.
my role & team
I joined a client's design team of seven, collaborating on various products.
Our product team included:
Product Owner and a Business & Marketing team of five from the client side
Three Business Analysts (BA)
Client's Design Lead & UX/UI Designer (myself)
Two Content Strategists
Two QA specialists
The engineering team had two Architects, two FE & two BE developers, and two BAs.
process
The product team operated in two-week sprints and engaged in Scrum activities, including refinement, planning and retrospective sessions.
I advocated for UX improvements to be included in the product roadmap and managed the UX backlog.
I participated in cross-product design critique sessions to ensure a consistent user experience aligned with the global vision.
challenges
Polish the existing product experience and expand it to new locations.
Address negative feedback and the rising number of customer support calls concerning ordering and account management.
Maintain consistency across different products and locations while adhering to new brand guidelines.
Design for three resolutions: desktop, tablet, and mobile.
results
Received two client recognitions for extraordinary contribution and commitment.
Reduced friction in the purchase flow by enhancing the navigation approach and checkout experience.
Worked on various tasks, including redesigning navigation, creating new templates for the Hybris experience, and implementing new features like real‑time stock status display.
Successfully rolled out the experience to two major new locations.
Upgraded the visual style to reflect the new brand vision.
Contributed to cross-product processes by documenting common design patterns and sharing ideas.
Client Feedback
I’m the product owner for Assessments and Educator storefronts and have worked with a wide range of UX professional over the years. Valentina is the lead UX’er on the Assessments storefront and it has always been a pleasure to work with her.
Valentina is extremely talented with skills that reach beyond just design or UX as she's always looking for ways to push the boundaries of how we can make our product better. Valentina’s attention to detail and general UI/UX creativity has made a huge impact on our storefront that has seen reduced friction in customer ordering behaviour and improved conversions.
Valentina has a natural gift for design, user experience and client workflows. She is also an excellent team player, quickly shifting focus from one team to another as they all clamour for her assistance. We are absolutely lucky to have such a smart and talented UX professional on our team.
Product Owner, Director
Simplifying Account Management
Reducing Friction in B2B and B2C Purchase Flows
Assessments e-commerce supports both B2B and B2C sales, requiring users to distinguish between personal and business purchases. Users were confused by the account switcher and frequently placed orders under the wrong account, leading to misplaced order histories and a need for customer support interventions.
Negative user feedback and a high volume of customer support calls indicated issues with ordering flow and account management.
task
Act on negative feedback and increased amount of customer support calls regarding ordering and account management.
research & analysis
Audit of the current user journey. I conducted an end-to-end review of the purchase flow, mapping the screen flow and identifying usability gaps. The analysis revealed that the modal reminder for account selection was implemented as a temporary fix for issues with the top navigation account switcher.
Key Findings:
The modal was intrusive and appeared too early in the user journey, disrupting browsing behaviour and frustrating users.
The account switcher failed to guide users effectively on which account to select and at what point.
hypothesis
If we simplify the account selection process by only surfacing it at critical touch-points (like checkout), users will make fewer mistakes and experience fewer interruptions.
Order history and other pages merged across accounts will be clear for users and allow them to locate necessary information easily.
prototyping
I developed wireframes showcasing a new unified order history where users could filter orders by account, eliminating the need to switch accounts manually.
Proposed new page templates for other internal pages like Account Information and Address Book, introducing vertical tabs for seamless switching between personal and business views.
usability testing
Prepared test tasks and a prototype, and conducted moderated testing sessions with users to validate the hypothesis.
As a result of the testing, users preferred the new design without an account switcher and found account filters and tabs easy to use.
Feedback from users regarding data representation and certain UI elements was collected.
design & handoff
I iterated on the designs based on testing outcomes, further refining the templates and addressing user feedback.
Then I designed high-fidelity screens to cover desktop, tablet, and mobile viewports.
And prepared handoff documents including changes required for the navigation approach and all affected pages.
result
Support calls regarding misplaced orders decreased.
The removal of the account switcher and the intrusive modal improved user satisfaction scores for navigation.
Development teams were able to implement the solution smoothly using the provided specs and interaction flows, meeting the project deadlines without major roadblocks.
