E-Commerce Redesign
Overview
StyleHaus Africa is a fashion e-commerce platform serving West Africa. The platform suffered from high cart abandonment and low conversion, signaling fundamental UX issues needing a complete overhaul.
The Challenge
73% cart abandonment rate. 8-step checkout. 82% mobile traffic with unresponsive layouts. The business was losing an estimated 40% of potential revenue to poor UX.
Research & Discovery
Heatmap analysis revealed users struggling to find size guides and shipping info. 15 moderated usability tests showed users abandoning checkout when asked to create accounts.
Session recordings revealed that users frequently abandoned checkout when asked to create an account, and many were confused by the currency conversion display.
Design Process
Navigation restructured around shopping intent: "Shop by Occasion," "New Arrivals," and "Made in Africa." Checkout reduced from 8 steps to 3 with guest checkout as default.
Solution
Product pages reimagined with larger photography and user-generated style photos. "Complete the Look" recommendations increased average order value by 28%. Mobile payment options including mobile money prominently displayed for West African users. Cart abandonment dropped from 73% to 44% and returning customers increased 35% within three months.