Air-Cooling eCommerce Redesign
Simplifying the path from discovery to purchase.
A complete redesign of an eCommerce website for a leading air-cooling brand, focused on making product discovery and purchase easier for users arriving through marketing campaigns.
The project was completed in 2 weeks, covering the website experience from research and information architecture through UI design and delivery.
The Problem
The existing website had a fragmented design approach and unclear user flows. Important eCommerce actions were competing with brand-focused content, while the product detail experience was not making effective use of available space.
The main navigation also gave similar importance to blogs, brand information, and other secondary content while key shopping journeys were less prominent.
My Role
I led the UI/UX project from research through delivery, including:
The Approach
I started by looking at how users were actually interacting with the existing website rather than redesigning it based on assumptions.
Heatmap data showed that users were primarily looking for product images, key product information, product categories, search, cart, and customer support.
We used these insights to prioritize the shopping journey and reduce the visual weight of content that wasn’t helping users make a purchase decision.
What the Heatmap Revealed
Six recurring user needs shaped the redesign hierarchy. Each was given greater prominence in the new experience.
Solution
The entire website was redesigned around a clearer eCommerce hierarchy. We:
- Reworked the main navigation around shopping needs
- Reduced unnecessary brand and content sections
- Removed redundant product categories
- Removed comparison content from the homepage
- Simplified product discovery
- Reworked product detail pages to use the available space more effectively
- Gave product information, images, search, cart, and support greater visibility
- Redesigned the website end-to-end for a more consistent experience
The result was a simpler interface with a clearer path from discovery to purchase.
Outcome
The redesign created a more focused shopping experience for traffic coming from marketing campaigns.
Overall campaign results; the website redesign was one part of the broader growth strategy.
The broader marketing campaign delivered significant growth, including a 330% increase in orders and 190% increase in revenue, while the agency reported a 140% increase in enhanced conversion rates. These results reflect the combined impact of marketing, campaign optimization, and website improvements—not the UI redesign alone.
My contribution was to make the website experience better equipped to convert that incoming traffic by simplifying navigation, prioritizing user needs, and removing friction from the shopping journey.
