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 creates textbooks, digital products, assessments, and personalised learning tools.
challenges
The goal was to refine the existing experience and expand it to new regions while maintaining consistency across products and adhering to new brand guidelines.
results
Earned two client recognitions for outstanding contribution and commitment.
Reduced friction in the purchase flows by improving the navigation & checkout.
Designed new Hybris templates and various features, including real‑time stock status, while upgrading the visual style to the new brand vision.
Successfully rolled out the upgraded experience to two major markets.
Documented common design patterns and shared ideas to support cross-product consistency.
target audience
Students, educators, professionals, and institutions. My focus was on the Assessments division, which provided psychologists, educators, and HR professionals with cognitive tests, certifications, and diagnostic tools.
my role & team
I joined a client's design team of seven people and collaborated with various product teams.
Assessments product team:
Product Owner, Business & Marketing team
Three Business Analysts (BA)
Design Lead & UX/UI Designer (myself)
Two Content Strategists
Two QA specialists
The engineering team with two Architects, two FE & two BE developers, and two BAs.
process
We worked in two-week sprints using Scrum. I advocated for UX improvements in the product roadmap, managed the UX backlog and participated in cross-product design critiques to ensure a unified global experience.
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 purchases. Users often placed orders under the wrong account, resulting in misplaced order histories and frequent customer support calls.
task
Act on negative feedback and reduce the amount of support calls related to ordering and account management.
research & analysis
I audited the end-to-end purchase flow, mapping screens and identifying usability gaps. Key Findings:
The intrusive account-selection modal disrupted browsing.
The account switcher did not guide users on when and how to select the correct account.
hypothesis
Present account selection only at a critical point (checkout), to reduce errors and interruptions, while merging order histories for clearer access.
prototyping
Developed wireframes for a unified order history with filters by account.
Proposed new templates for Account Information and Address Book with vertical tabs for seamless personal/business switching.
usability testing
Prepared test tasks and conducted moderated sessions. Respondents preferred the new design without an account switcher and found the filters and tabs easy to use. Feedback on data representation and UI elements informed further refinements.
report
usability testing
prototype
design & handoff
Iterated on designs, produced high-fidelity screens for all viewports, and delivered detailed specs and interaction flows to developers.
result
Support calls for misplaced orders decreased.
Removal of the account switcher and modal improved navigation satisfaction.
Development team implemented the solution smoothly and met the deadlines.
before
before
before
