Conversion AB · 2026
At Conversion AB, I worked on e-commerce redesigns where design decisions were tied to a practical question: what is stopping someone from completing a purchase? Across different brands and funnels, the work involved product pages, navigation, homepages and checkout experiences, using UX audits, analytics, session recordings and experimentation to identify and reduce friction.
Context / 01
Sometimes it is a product page that is too difficult to scan. Sometimes category structure makes discovery harder. Sometimes checkout asks for too much, or a product does not establish enough trust.
Instead of redesigning everything by instinct, the work started with the behaviour behind the interface.
What is stopping someone from completing the purchase?
02 / The CRO loop
The process connected interface decisions to observable behaviour: identify friction, define what should change, design the intervention, then validate it.
UX reviews, funnel analytics and session recordings revealed friction points and opportunities.
Observations became measurable hypotheses, success metrics and instrumentation.
Wireframes and high-fidelity UI focused on hierarchy, clarity and persuasion.
A/B experiments and analytics were used to validate and scale solutions.
03 / Client redesigns
Each engagement started with a different point of friction, so the interface response changed with the problem rather than forcing every brand into one conversion pattern.
Challenge: Product detail pages were cluttered, making it harder to understand the product and take action.
Approach: Reworked product hierarchy, simplified the mobile-first layout and introduced clearer, high-contrast CTAs.
Principle / Make the next decision obvious.
Challenge: Unclear category flows made product discovery difficult for shoppers.
Approach: Reworked navigation, added quick filters and introduced a persistent cart preview.
Principle / Reduce the distance between intent and product.
Challenge: High-value items lacked enough credibility and information to support confident decisions.
Approach: Integrated trust signals, clearer delivery and warranty information, and comparison helpers.
Principle / When uncertainty is the friction, information becomes part of the interface.
Challenge: Lengthy checkout forms and unclear costs created unnecessary hesitation.
Approach: Streamlined checkout into two steps, clarified shipping and tax information, and enabled guest checkout.
Principle / The closer someone gets to buying, the less you should ask of them.
Challenge: The homepage did not communicate the brand's value clearly enough.
Approach: Redesigned hero messaging, added social proof and created focused landing flows with concise CTAs.
Principle / Clarity comes before persuasion.
Challenge: The mobile experience suffered from unoptimized visuals and difficult-to-scan descriptions.
Approach: Refined image presentation and copy hierarchy, then added scent notes and usage information.
Principle / Mobile isn't a smaller desktop.
04 / Design + data
Google Analytics / GA4, Hotjar, Optimizely / VWO, Figma and Jira supported the work. The underlying loop stayed consistent: Observe / Hypothesize / Design / Test / Learn.
Funnel behaviour and analytics.
Session recordings and behaviour.
A/B experimentation.
Wireframes and high-fidelity UI.
Product and team workflow.
05 / What I learned
A beautiful redesign can still solve the wrong problem if the friction hasn't been understood.
Especially in e-commerce, each section should help users understand, evaluate or act.
Shipping, warranties, reviews and product details are part of the experience, not secondary content.
The goal is to remove unnecessary barriers between intent and action, not to trick people into buying.
User behaviour / Design decision / Business outcome.