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 customer's design team of seven, collaborating on various products.
Our product team included:
Product Owner and a Business & Marketing team of five from the customer side
Three Business Analysts
Customer Design Lead & UX/UI Designer (myself)
Two Content Strategists
Two QA specialists
The development team consisted of two Architects, two FE and two BE developers and two Business Analysts.
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
Guided Journey
Reducing Drop‑Offs with Streamlined Multi‑Step Checkout Flow
Assessments e-commerce supports both B2B and B2C sales, with products classified into three qualification levels: A, B, or C. Individuals and organisations must attest to qualifications to purchase products according to their level.
challenges
Users should select an account before checkout, but analytics data showed:
Low conversion rates for high-qualification products. Analytics indicated a significant drop-off at the account selection step.
Confusion during account selection. Users clicked the "Continue" button early without realising the form had multiple steps.
Frustrating interaction. Users were unsure which account to select for eligibility, leading to abandoned carts and increased customer support calls.
task
Redesign the checkout process to lower drop-off rates and minimise cognitive load during account selection.
research & analysis
I conducted an in-depth UX audit, stakeholder interviews, and heuristic evaluation to identify key gaps in the flow:
Navigation issues. Users perceived the flow as disconnected from the checkout experience and didn’t understand the purpose of the page.
Unclear form structure. Users overlooked multiple-step requirements due to the misleading form design.
Inconsistent behaviour. Based on a product combination in the shopping cart, the form behaved differently.
Information organisation. The qualification levels were buried inside the forms, failing to guide whether accounts met the qualification requirements.
design solution
To solve these gaps, I reimagined the account selection flow. Key design changes included:
Consistency & standards
I mapped out all states and scenarios of the account selection page, identified recurring patterns and provided consistent component states.
Reduced cognitive load
I introduced a prominent qualification-level badge at the top of the page, clearly communicating the required level for purchase. This contextual cue reduced ambiguity and ensured users understood the purpose of the form from the start.
The block also provides tooltips explaining the qualification policy.
To reinforce the sense of a seamless checkout experience, I switched to simplified checkout navigation for this page.
Qualifications level visibility
Introduced qualification badges and contextual hints to communicate why a certain account may or may not be selected.
Progressive disclosure
Subsequent steps remain collapsed until the user completes the current one, helping users focus and preventing them from skipping ahead.
The “Continue” button is positioned contextually within each step, encouraging users to complete one step before proceeding.
Previously completed data is provided in a collapsed step view as a recap, keeping users aware of their earlier choices and fostering a sense of control over the flow.
handoff & collaboration
My role in this project concluded with the handoff to the development team. To ensure smooth implementation and alignment with the intended user experience, I maintained close communication with the dev team during the handoff and provided detailed documentation:
Comprehensive before-and-after component documentation outlining necessary states, specific changes and improvements.
Interaction flows with validation rules and edge cases to guide developers through account selection scenarios.
High-fidelity responsive wireframes covering desktop, tablet, and mobile views.
