E-Commerce Application

After researching strategies implemented by comparable applications and industry standards learned over the years I presented the results to the team.

Hypothesis: 

Optimized store locator experience to drive in-store traffic and reduce support calls. Redesigned the entry-point icon with dynamic location previews and micro-interactions, enabling users to instantly view the nearest store or search by city, ZIP, or store number. High-fidelity Figma prototypes and A/B testing in React resulted in 28% faster store selection, 15% higher click-through to directions, and a 12% drop in “where’s my store?” inquiries.

User was tasked with maneuvering in the home screen, identifying default store and easily and intuitively changing store preference.

Results: 

Validated streamlined checkout flow through rigorous usability testing and heatmapping. Users consistently reduced task completion from 7 to 3 clicks, praising the predictive search and one-tap “Buy Online, Pick Up In-Store” toggle. Remote moderated sessions (n=42) and unmoderated Maze tests confirmed 91% task success rate (up from 64%), with 87% rating the flow “very intuitive”—driving a 19% increase in BOPIS conversions post-launch.

TSC enlisted the aid of Usertesting.com to test the results. Beyond the scope of the test conducted on 4 users, other data points pertinent to the usability were discovered.

Outcome: 

Overhauled enterprise design system to unify 40+ touchpoints across web, mobile, and in-store kiosks. Consolidated 3 legacy style guides into a single, scalable React component library with WCAG 2.2 AA compliance, dark mode support, and Figma Tokens Studio integration. Post-launch audit showed 97% component adoption across teams, 63% faster UI handoff, and 41% reduction in visual inconsistencies—establishing the new standard for all future digital products.