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Homescapes Online

Senior UX / Product Designer Case Study

Role: Senior UX / Product Designer
Platform: Magento (Migration from Magento 1 → Magento 2)
Scope: E-commerce UX, UI systems, conversion optimization, performance, responsive design

Overview

Led the UX/UI redesign and Magento 2 migration for Homescapes Online, a high-traffic e-commerce platform.

The project focused on improving conversion, modernizing the UI, and ensuring long-term scalability while aligning closely with shareholder and commercial objectives.

The redesign resulted in measurable gains in checkout conversion, reduced customer support overhead, and supported sustained year-on-year revenue growth.

Context & Challenge

Homescapes Online operated on Magento 1 with an ageing UI and inconsistent experience across devices. Key business challenges included:

  • Friction-heavy product listing and checkout flows impacting conversion

  • Poor mobile responsiveness affecting a growing share of traffic

  • Performance and scalability limitations of Magento 1

  • High volume of customer support queries caused by unclear errors and checkout complexity

The business required a low-risk migration to Magento 2 while simultaneously improving UX, performance, and commercial outcomes.

Approach & Process

I’ created research-led digital experience focused on usability, accessibility and performance optimized.

Stakeholder & Business Alignment

  • Worked directly with shareholders and internal stakeholders to understand commercial goals, constraints, and KPIs

  • Defined UX success metrics aligned with conversion, revenue, and operational efficiency

  • Balanced user needs with technical feasibility during Magento migration

UX Audit & Insight Generation

  • Conducted UX reviews of product listing, navigation, and checkout flows

  • Analysed user behaviour, drop-offs, and customer support feedback

  • Identified key friction points contributing to abandonment and user error

Design Strategy & Execution

  • Redesigned product listing and checkout experiences with a focus on clarity, hierarchy, and reduced cognitive load

  • Designed scalable UI patterns compatible with Magento 2 architecture

  • Created wireframes and high-fidelity UI to validate design direction early

Validation & Iteration

  • Used prototypes to validate flows with stakeholders and development teams

  • Iterated designs based on usability feedback and technical constraints

  • Reduced downstream development rework through early alignment

Responsive & Performance Optimization

  • Designed and implemented responsive UI across desktop, tablet, and mobile

  • Conducted cross-browser and performance testing

  • Used findings to improve load times, code optimisation, and Google Core Web Vitals compliance

My Role & Responsibilities

  • Led end-to-end UX/UI design for the Homescapes Online e-commerce platform

  • Owned UX and UI decision-making during Magento 1 → Magento 2 migration

  • Defined and optimised core product listing and checkout journeys

  • Partnered closely with developers, stakeholders, and product teams

  • Advocated for usability, accessibility, and performance best practices

  • Ensured design solutions supported both user experience and commercial goals

Key Outcomes & Measurable Impact

  • +20% improvement in checkout conversion through redesigned product listing and checkout flows

  • 5–30% year-on-year profit growth 

  • Reduced customer support queries by simplifying checkout flows and improving error handling

  • Lowered development rework by validating designs early with prototypes and testing

  • Improved site performance and achieved Google Core Web Vitals pass, supporting SEO and usability

Result

The project delivered a modern, scalable, and conversion-focused e-commerce experience. The Magento 2 migration enabled long-term platform stability, while UX improvements directly contributed to increased revenue, reduced operational costs, and improved customer satisfaction.

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