OVERVIEW / 01
Unlocking untapped conversion potential through UX insight
As part of a UX/UI optimization initiative for Rudsak’s e-commerce experience, I was tasked with identifying new conversion opportunities across three key touchpoints: the Product Listing Page (PLP), Product Detail Page (PDP), and Fly Cart. The objective was to enhance the customer journey and align the brand’s premium positioning with modern conversion strategies in the fashion retail space.
To kick off the project, I conducted stakeholder interviews with internal teams including marketing, merchandising, and e-commerce operations to understand business goals, user pain points, and current performance bottlenecks. These conversations helped clarify the KPIs we aimed to impact, such as bounce rate, add-to-cart rate, and average order value.
Next, I performed a benchmark analysis of high-end outerwear and fashion retailers to identify patterns and best practices in user experience and conversion design. This included an in-depth review of Mackage, Canada Goose, and Moncler, evaluating how they handle product discovery, visual merchandising, trust-building elements, and cart interactions. These brands served as relevant comparators given their similar audience, price point, and lifestyle positioning.
Lastly, I ran a heuristic audit of the existing PLP, PDP, and Fly Cart to spot usability issues, friction points, and missed conversion moments. This included evaluating visual hierarchy, navigation clarity, trust signals, and interaction design, forming a strong foundation for targeted design improvements.
PROBLEM / 02
While Rudsak’s site had a strong visual identity, there were key usability and conversion gaps that limited engagement and purchase momentum.
On the Product Listing Page (PLP), not all available product colors were shown, which made it harder for users to quickly understand the full range of options. This was especially important for a fashion brand where variety plays a big role in decision-making. In addition, seasonal promotions and markdowns were not clearly tagged, which reduced their visibility and impact during high-intent shopping periods.
The Product Detail Page (PDP) lacked urgency cues, trust elements, and storytelling moments that help customers feel confident about purchasing. There was limited emphasis on Rudsak’s product quality, materials, and design details, which are key differentiators for a premium brand.
The Fly Cart experience also created friction, particularly on mobile, where users were unable to add products directly from the PLP. This added unnecessary steps to the shopping flow. The cart also missed opportunities for cross-selling or highlighting value-added content that could boost average order value and reduce abandonment.
Together, these gaps highlighted the need for a more seamless and persuasive user experience across all key shopping moments
SOLUTION / 03
With clear insights from the audit and stakeholder input, I focused on optimizing the three most influential stages of the shopping experience: the PLP, PDP, and Fly Cart. The goal was to reduce friction, improve clarity, and introduce subtle but effective conversion cues without compromising Rudsak’s premium brand feel. I started with wireframes to validate layout and interaction changes, then moved into polished UI designs for handoff.
PLP Enhancements
Displayed all available color swatches to support visual decision-making
Highlighted promotional tags to increase visibility during seasonal campaigns
Enabled direct add-to-cart functionality on mobile to streamline the journey
PDP Improvements
Integrated stock alerts, shipping details, and return policies to build trust
Added product storytelling sections to emphasize quality, materials, and key features
Fly Cart Optimization
Simplified layout to keep users focused and reduce friction
Introduced free shipping progress indicators and relevant product suggestions to encourage larger orders
Impact
The redesign brought clear improvements to both user experience and product discoverability. The shopping journey became faster and more intuitive, especially on mobile. Users could add items directly from the PLP, navigate a clearer PDP, and complete purchases through a simplified Fly Cart. These updates helped reduce friction and supported smoother conversions.
Product discoverability also improved. Color options were visible on the PLP, promotional tags increased engagement during sales, and cross-sell suggestions in the Fly Cart encouraged continued browsing. A more consistent layout made it easier to scan and understand product details.
Overall, the experience became more efficient and user-friendly, helping customers find products faster and move more confidently toward purchase.
