FRAGSTORE.COM
Task
Update the outdated layout, improve navigation and checkout flow, and make the mobile version more user-friendly.
Solution
Redesigned key pages, built a unified UI system, and optimized the mobile experience based on analytics and user behavior.
Year
'24-25
Fragstore is an international e-commerce platform offering official merchandise for gamers and e-sports fans. The checkout flow was outdated and overloaded, causing drop-offs and user confusion — especially on mobile. I led a major redesign focused on simplifying the checkout experience, modernizing the UI, and improving usability across key pages and screen sizes.
Fragstore is an international e-commerce platform offering official merchandise for gamers and e-sports fans. The checkout flow was outdated and overloaded, causing drop-offs and user confusion — especially on mobile. I led a major redesign focused on simplifying the checkout experience, modernizing the UI, and improving usability across key pages and screen sizes.
FRAGSTORE.COM
FRAGSTORE.COM
Year
Year
'24-25
'24-25
Task
Task
Update the outdated layout, improve navigation and checkout flow, and make the mobile version more user-friendly.
Update the outdated layout, improve navigation and checkout flow, and make the mobile version more user-friendly.
Solution
Solution
Redesigned key pages, built a unified UI system, and optimized the mobile experience based on analytics and user behavior.
Redesigned key pages, built a unified UI system, and optimized the mobile experience based on analytics and user behavior.
My Role
My Role
I led the redesign from initial research to final delivery. Using product analytics, I explored how users interacted with the site, identified UX pain points, and suggested improvements. I redesigned key pages — including the homepage, product listings, cart, and checkout — with a focus on usability and conversion. To support consistency and scalability, I also built a unified UI system and responsive layout templates.
Challenge
Challenge
The checkout experience was one of the main pain points: it included too many steps, unclear UI elements, and wasn’t optimized for mobile — which led to frequent user drop-offs. Navigation throughout the site was inconsistent, and the overall layout felt outdated, making it harder for users to find products and complete purchases smoothly.
Process
Process
1. Analytics & Audit: Started with a UI/UX audit and reviewed Google Analytics data to identify drop-off points and problematic areas — especially in the checkout flow and product pages.
2. User Behavior: Analyzed how users interacted with the site across devices. Noticed that many users abandoned their carts before completing the purchase.
3. Wireframes & Concepts: Created wireframes for key pages — including homepage, product listing, product page, cart, and checkout. Explored multiple layout options with a focus on clarity, responsiveness, and intuitive content structure.
4. Visual Direction & Banners: Developed a visual style for marketing banners to match the updated site look and created promotional graphics for homepage and key campaigns.
5. Design System: Built a consistent UI kit with reusable components for web and mobile to streamline future design updates.
6. Iteration & Handoff: Tested new layouts with stakeholders, gathered feedback, and finalized mockups. Prepared assets and documentation for handoff to developers.
Led the redesign of core e-commerce pages with a focus on checkout and product pages. Improved the overall structure, visual clarity, and consistency across the site. The new layout streamlined the user journey and made the purchase process more intuitive. The updated design was well-received by the team and successfully handed off for development.
Led the redesign of core e-commerce pages with a focus on checkout and product pages. Improved the overall structure, visual clarity, and consistency across the site. The new layout streamlined the user journey and made the purchase process more intuitive. The updated design was well-received by the team and successfully handed off for development.
Fragstore is an international e-commerce platform offering official merchandise for gamers and e-sports fans. The checkout flow was outdated and overloaded, causing drop-offs and user confusion — especially on mobile. I led a major redesign focused on simplifying the checkout experience, modernizing the UI, and improving usability across key pages and screen sizes.
FRAGSTORE.COM
Year
'24-25
Task
Update the outdated layout, improve navigation and checkout flow, and make the mobile version more user-friendly.
Solution
Redesigned key pages, built a unified UI system, and optimized the mobile experience based on analytics and user behavior.
My Role
I led the redesign from initial research to final delivery. Using product analytics, I explored how users interacted with the site, identified UX pain points, and suggested improvements. I redesigned key pages — including the homepage, product listings, cart, and checkout — with a focus on usability and conversion. To support consistency and scalability, I also built a unified UI system and responsive layout templates.
Challenge
The checkout experience was one of the main pain points: it included too many steps, unclear UI elements, and wasn’t optimized for mobile — which led to frequent user drop-offs. Navigation throughout the site was inconsistent, and the overall layout felt outdated, making it harder for users to find products and complete purchases smoothly.
Process
1. Analytics & Audit: Started with a UI/UX audit and reviewed Google Analytics data to identify drop-off points and problematic areas — especially in the checkout flow and product pages.
2. User Behavior: Analyzed how users interacted with the site across devices. Noticed that many users abandoned their carts before completing the purchase.
3. Wireframes & Concepts: Created wireframes for key pages — including homepage, product listing, product page, cart, and checkout. Explored multiple layout options with a focus on clarity, responsiveness, and intuitive content structure.
4. Visual Direction & Banners: Developed a visual style for marketing banners to match the updated site look and created promotional graphics for homepage and key campaigns.
5. Design System: Built a consistent UI kit with reusable components for web and mobile to streamline future design updates.
6. Iteration & Handoff: Tested new layouts with stakeholders, gathered feedback, and finalized mockups. Prepared assets and documentation for handoff to developers.