Wind-UX
Performance-Driven E-commerce Architecture
Premium Athleisure for the Modern Woman
Amada’s previous platform didn’t justify its premium pricing — funnel friction and low AOV held it back. I led a CRO-driven redesign to create a luxury storefront experience
41%
Increase in Average Order Value (AOV)
By implementing "Complete the Set" cross-selling , we successfully shifted customer behavior toward multi-item purchases.
35%
Increase in Purchase Conversion Rate (CVR)
Strategic simplification of mobile checkout removed friction and reduced late-funnel abandonment.
Overview
The Challenge
Despite a premium product line, Amada's previous website suffered from an inefficient shopping experience, leading to high cart abandonment and a lower-than-optimal AOV.
The Goal
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.
Identifying the Core Friction
Analysis of the previous platform's performance revealed two main points of failure in the user journey:
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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.
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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.
Growth Drivers
Total Market: UAE's $571M (Women’s Apparel).
Activewear Segment: 15-20% share (~AED 2B+ value) for 18-42 demographic.
Growth Drivers: Dubai fitness boom & 79% mobile e-com usage.
Economics: AED 400-550 average order value (AOV).
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.
Streamlined, four-step journey optimized for rapid mobile conversion and zero-latency user flow.
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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+).
Elevating Product Value: Implemented new, detailed product page layouts focusing on high-resolution imagery and clear, accessible size and material details, which helped justify the premium price point and reduced uncertainty.
High-resolution imagery and clear details justified the price point and reduced uncertainty
Intuitive Discovery: Redesigned the Collection Pages and Information Architecture to facilitate curated browsing,
to facilitate Cross-Pollination at the category and product levels. By creating discovery bridges (Complete the Set), the design keeps users engaged in a circular loop.
From Linear Friction to Circular Discovery
Results
We optimized the flow for high-intent behavior. The resulting design didn't just shift percentages—it doubled the literal order volume in the AED 1,000+ buckets. This targeted growth in premium tiers was the largest contributor to the 41% total AOV lift
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.
Purchase Conversion
35% ⭫
Streamlined path-to-purchase Eliminated friction and info overload to convert high-intent traffic.
Average Order Value
41% ⭫
Drove multi-item purchases “Complete the Set” modules shifted behavior to higher-margin bundles.
Funnel Leak Reduction
28% ⭫
Reduced late-stage abandonment Streamlined navigation and value clarity for frictionless checkout.
Users reaching Checkout
48% ⭫
Boosted mobile checkout reach Thumb-friendly design capitalized on 79 % mobile penetration in UAE.