How do you turn an e-commerce redesign into a growth engine in a saturated market?
Diagnosis & challenge
The client was rebuilding its entire e-commerce site, in a saturated market where brand image and commercial performance make the difference. The goal was twofold: carry a more modern identity, in step with the market, and turn the site into a growth engine. The redesign served two audiences with distinct buying logics, retail and professional customers, each with its own journeys, payment terms and conversion funnel.
Framing & research
To identify the growth levers, I started with a framing and UX research phase. User interviews helped prepare the personas, which served as the basis for the Design Thinking workshops I ran with the client. These workshops established the journeys, the information architecture and the page templates needed to cover the whole site.
Guiding by real practice
The UX research and framing surfaced one clear point: users are overwhelmed with sports-nutrition content and struggle to tell which products actually fit their practice. So I designed a diagnostic journey that guides them to the right products based on their sport and goals, then connects into the site's buying journeys to feed conversion directly.
The UI, carried by an atomic design system
The UI design phase built on a complete atomic design system, which I built from foundations (colors, spacing, typography, icons) to components (atoms, molecules, sections), through to page templates. Every screen was composed from this library, which made it possible to cover the whole site, retail and professional alike, on a single coherent base and a modernized identity.
