⛑️ Reshaping the Experience

To uncover what was holding users back, I started by analyzing real user interactions with Hotjar and later collaborated with the UX research team for in-depth usability testing. ⛳️ Over the course of a year, we identified key friction points in navigation, filtering, product discovery, and checkout—all critical to a smooth shopping experience. Using these insights, we redesigned the core user journey, making every interaction more intuitive, seamless, and engaging. 🛍️

At the same time, I led the UX/UI design process from the ground up, defining the product’s structure, mapping detailed user flows, and creating high-fidelity prototypes that laid the foundation for Digistyle’s mobile-first future. 📲

Before transitioning to a fully native app, we focused on optimizing the website, ensuring a frictionless experience across all touchpoints. 🥰 In addition to refining usability, we introduced industry-standard features like Personalized Search and a streamlined Returns & Cancellations system, aligning Digistyle with top global fashion platforms. 🔥

But we didn’t just refine the existing experience—we took it a step further. To bridge the gap between online and in-store shopping, we introduced a home try-on service, 🏡 allowing customers to order clothes, try them on at home, and return anything that didn’t fit—bringing more confidence and ease to fashion e-commerce.