E-commerce Telmore
Category:
E-Commerce
Role:
UX Designer
Duration:
1 year
Client: Telmore
The Challenge
The Telmore webshop was built on outdated systems with significant UX and technical limitations. To improve product discovery, purchasing flows, and overall usability, the platform underwent a major redesign. This included new product listing pages, product detail pages, and redesigned checkout flows.
Collaboration
The webshop redesign was a cross-functional effort involving Product Owners, developers, designers, testers, and business stakeholders. Through close collaboration, we balanced customer needs, technical feasibility, and business goals to deliver a cohesive and user-centered experience.
User Interviews & Focus Groups
To ensure the redesign was grounded in real customer needs, I conducted user interviews early in the process. The insights helped identify key pain points and opportunities, providing a foundation for the subsequent design decisions.
Through workshops and focus groups with customer care teams, I identified key pain points, customer needs, and opportunities for improvement, helping align the redesign with both customer and business goals.
Reflection
This project reinforced the importance of involving users early, validating assumptions continuously, and collaborating closely across disciplines. Working on a large-scale redesign highlighted how meaningful improvements often come from simplifying complexity, aligning business goals with customer needs, and creating solutions that are both intuitive and technically feasible.
Product Overview Page optimization
The product overview page was redesigned to improve product discovery and comparison. Enhanced filtering, clearer product information, and a more structured layout helped customers quickly find relevant products and navigate a growing product catalog with less effort.
Key Improvements
Improved product discoverability
Reduced cognitive load
Enhanced product comparison
Scalable filtering experience
Before img
After img (Prototype)
Product Detail Page optimization
The product detail page was redesigned to support faster and more confident purchase decisions. Product information was restructured and prioritized to highlight key features, pricing, and benefits more clearly. Improved content hierarchy, visual grouping, and simplified navigation helped reduce friction and guide customers toward action with greater confidence.
Key Improvements
Improved product discoverability
Enhanced product information clarity
Reduced decision-making friction
Stronger focus on key purchase actions
Before img
After img (Prototype)
Check-out flow optimization
The checkout experience was redesigned to create a simpler and more intuitive purchase journey. Complex forms and fragmented information were reorganized into clear, manageable steps with improved visual hierarchy and mobile usability. This streamlined approach reduced cognitive load, increased completion efficiency.
Key Improvements
Simplified checkout experience
Reduced cognitive load
Improved form completion efficiency
Enhanced mobile usability
Before img
After img (Prototype)
