Solution: Focused CRO Interventions
My role involved leading the UI and UX from Information Architecture through high-fidelity prototyping, with every design decision anchored to a clear conversion goal.
Mobile-First Checkout Overhaul
The primary driver for the increased user completion was the strategic overhaul of the late-stage funnel:
1. User Flow: Mapped seamless journeys from homepage to checkout, specifically cutting friction for mobile shoppers, which is key in UAE’s 70% mobile commerce market.
2. Streamlined Process: Developed a secure checkout process by removing unnecessary steps and reducing cognitive load, directly addressing late-stage abandonment.
3. Trust and Security: Ensured immediate integration with a reliable payment gateway and highlighted trust badges to boost user confidence in the payment flow.
Identifying Core Friction
Previous System Audit
Late-Funnel Abandonment: A convoluted checkout process and lack of trust elements resulted in a significant number of users dropping off before completing the purchase.
Product Discovery & Value Presentation: Sub-optimal product pages failed to effectively communicate the "premium" value, limiting customer confidence and stifling opportunities for upsell/cross-sell to maximize AOV.
Lead a full e-commerce redesign focused on elevating the brand experience while driving measurable increases in two critical e-commerce metrics: Purchase Conversion Rate and Average Order Value.
The Goal
Streamlined, four-step journey optimized for rapid mobile conversion and zero-latency user flow.
Redesigning the conversion funnel for maximum velocity and zero friction.
AOV & Value Presentation Optimization
To achieve the significant 34% increase in Average Order Value, the product and collection pages were strategically redesigned:
Strategic Cross-Selling and "Complete the Set": Incorporated data-driven cross-selling modules directly onto the Product Detail Pages (PDPs). This involved creating a prominent "Complete the Set" section to visually pair complementary, high-margin items, This targeted intervention was the key driver in shifting user behavior from single-item purchases to multi-piece sets, resulting in a 41% total AOV lift and a 100% growth in premium order tiers (AED 1,000+).
Results
This redesign went beyond aesthetics — it re-engineered discovery from linear to circular, doubling premium tier transactions and strengthening Amada's position in the UAE’s AED 2B+ activewear market.
