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Case 01

Boost Sales by 30% with Simplified Navigation

RV Trader-B2C

Boost Sales by 30% with Simplified Navigation

Boosting Conversion Rates for E-commerce Checkout

Project Overview

After discussing with the product manager, I learned that users were leaving negative reviews on the app stores and downloads were low, impacting revenue. This made it clear we needed to find effective solutions.

Problem Statement

Frustrated by a cluttered UI, confusing errors, and mobile-unfriendly design, users abandoned tasks midway and left negative reviews, damaging the app’s reputation and growth

Industry

RV Trader-B2C

My Role

UX Designer

Platforms

Android and IOS

Timeline

January 2024- March 2024

View Live Project

Process

[01] User Research

Conducted a survey asking users about their RV experience and desired feature improvements.

Conducted an app analysis and UX audit to identify areas for improvement using a heuristic approach.

Gathered insights from user feedback and conducted a competitive analysis.

[01] User Research

Conducted a survey asking users about their RV experience and desired feature improvements.

Conducted an app analysis and UX audit to identify areas for improvement using a heuristic approach.

Gathered insights from user feedback and conducted a competitive analysis.

[01] User Research

Conducted a survey asking users about their RV experience and desired feature improvements.

Conducted an app analysis and UX audit to identify areas for improvement using a heuristic approach.

Gathered insights from user feedback and conducted a competitive analysis.

[02] Insights

Users reported difficulty navigating the app, citing unclear icons and a cluttered interface.

Many users asked for more detailed product descriptions and the ability to compare multiple RVs.

Users requested more personalized recommendations based on their previous interactions and preferences.

[02] Insights

Users reported difficulty navigating the app, citing unclear icons and a cluttered interface.

Many users asked for more detailed product descriptions and the ability to compare multiple RVs.

Users requested more personalized recommendations based on their previous interactions and preferences.

[02] Insights

Users reported difficulty navigating the app, citing unclear icons and a cluttered interface.

Many users asked for more detailed product descriptions and the ability to compare multiple RVs.

Users requested more personalized recommendations based on their previous interactions and preferences.

[03 Design Solution]

The redesign simplified the user journey, added intuitive navigation, and optimized the app.

Added features like adding location and autofill suggestions.

Simplified filters and provided more RVs from same dealership.

[03 Design Solution]

The redesign simplified the user journey, added intuitive navigation, and optimized the app.

Added features like adding location and autofill suggestions.

Simplified filters and provided more RVs from same dealership.

[03 Design Solution]

The redesign simplified the user journey, added intuitive navigation, and optimized the app.

Added features like adding location and autofill suggestions.

Simplified filters and provided more RVs from same dealership.

[04] Testing & Iteration

Conducted internal A/B testing, comparing the original and redesigned flows.

Gathered feedback through usability testing and refined the design based on the input.

Designed the app with larger touch-friendly buttons and simplified navigation.

[04] Testing & Iteration

Conducted internal A/B testing, comparing the original and redesigned flows.

Gathered feedback through usability testing and refined the design based on the input.

Designed the app with larger touch-friendly buttons and simplified navigation.

[04] Testing & Iteration

Conducted internal A/B testing, comparing the original and redesigned flows.

Gathered feedback through usability testing and refined the design based on the input.

Designed the app with larger touch-friendly buttons and simplified navigation.

Persona

Jhon Roberts

Marketing Manager

I just want the contacting seller to be quick and painless—no surprises or unnecessary steps!

Age: 29

Location: New York City

Tech Proficiency: Moderate

Gender: Male

Goal

Quickly complete purchases without interruptions.

Trust the platform to handle payments securely.

Seamless mobile experience for purchasing RV.

Frustrations

Long and confusing RV listings.

No option available to change location.

Poor mobile optimization that slows down.

UX Audit

I conducted UX audit of the RV Trader app to uncover pain points in navigation, content clarity, and mobile experience,

leading to actionable recommendations for improvement.

I conducted UX audit of the RV Trader app

to uncover pain points in navigation, content

clarity, and mobile experience,

leading to actionable recommendations

for improvement.

filter option

isn't visible,

search isn't

prominent

Cards are

constantly changing

even without any search

Whole VDP

seems disabled,

contact seller

button is easily

missed.

Whole VDP

seems disabled,

contact seller

button is easily

missed.

Vehicle pictures

don't show how

many pics are

there,

Vehicle pictures

don't show how

many pics are

there,

Sorted Reviews

Collected, sorted, and analyzed user feedback from both website as well as app to identify key pain points and trends,

turning raw responses into actionable insights that guided product improvements and enhanced user experience.

Collected, sorted, and analyzed user

feedback to identify key pain points and

trends, turning raw responses into

actionable insights that guided product

improvements and enhanced user

experience.

Collected, sorted, and analyzed user feedback to identify key pain points and trends, turning raw

responses into actionable insights that guided product improvements and enhanced

user experience.

Pain Points

No personalization or choices shown on the homepage

No clear location icon

"I don't have much knowledge of boats."

Filters are hard to find — not visible or intuitive.

"Couldn't find how to contact seller."

No content or inspiration to help users explore options.

Listing cards are too small — key info gets lost.

VDP (Vehicle Detail Page) lacks structure.

App Flow

Created the user app flow for RV Trader, ensuring a smooth and intuitive journey from login in to contacting seller/dealer.

Created the user app flow for RV Trader,

ensuring a smooth and intuitive journey from

registration to transaction.

Iterate & Iterate

I created multiple rough wireframes first and design iterations, shaping a cleaner, user-friendly app flow

through continuous testing and feedback.

I created multiple wireframes and design

iterations, shaping a cleaner, user-friendly

app flow through continuous testing and

feedback.

I created multiple rough wireframes first and design iterations, shaping a cleaner, user-friendly

app flow through continuous testing and feedback.

Homepage

Guided by user feedback and survey insights, the new RV homepage now delivers everything users are looking for in

one place. My primary focus was to make it easy for users to find the right RV quickly and effortlessly.

Guided by user feedback and survey

insights, the new RV homepage now

delivers everything users are looking for in

one place. My primary focus was to

make it easy for users to find the right

RV quickly and effortlessly.

Guided by user feedback and survey insights, the new RV homepage now delivers everything users are

looking for in one place. My primary focus was to make it easy for users to find the right RV quickly

and effortlessly.

The design is

outdated, with

limited

information and

unengaging

UX content.

The design is

outdated, with

limited

information and

unengaging

UX content.

Before

After

Returning users see

'Recently Viewed';

new users get

'Recommended' RVs.

Returning users

see "Recently

Viewed';

new users get

'Recommended' RVs.

Simplifying content makes

the experience clearer

and more meaningful.

Simplifying

content makes

the experience

clearer and more

meaningful.

Simplifying

content makes

the experience

clearer and more

meaningful.

After

View Prototype

Search Result Page

The search results page was designed to include smart suggestions, sorted filters, and location-based options to help

users find RVs more efficiently.

The search results page was designed

to include smart suggestions, sorted filters,

and location-based options to help

users find RVs more efficiently.

The search results page was designed to include smart suggestions, sorted filters, and location-based

options to help users find RVs more efficiently.

Filter and search

are clearer and

more convenient.

Now we have

location icon.

Cards are bigger

now, improving

readability and

ease of interaction

Location is missing,

filters and sorting

options are unclear,

and cards are

not accessible.

Location is

missing,

filters and

sorting

options are

unclear,

and cards are

too small

Before

After

Changing

location is

easy now,

Filter and

are clearer

and

convenient.

View Prototype

Vehicle Description Page

The VDP (Vehicle Detail Page) redesign focused on adding detailed RV specifications, a clear floorplan, and dealership

information, addressing user demands and pain points for a more informed and confident buying experience.

The VDP (Vehicle Detail Page) redesign

focused on adding detailed RV specifications,

a clear floorplan, and dealership

information, addressing user demands

and pain points for a more informed and

confident buying experience.

The VDP (Vehicle Detail Page) redesign focused on adding detailed RV specifications, a clear

floorplan, and dealership information, addressing user demands and pain points for a more informed

and confident buying experience.

RV make, model and

dealership is mentioned

clearly above all

Contact seller

button and price

are sticky.

The entire VDP

appears inactive,

and the information

hierarchy fails to

guide users effectively.

The entire VDP

appears inactive,

and the information

hierarchy fails to

guide users

effectively.

The entire VDP

appears inactive,

and the information

hierarchy fails to

guide users

effectively.

Before

After

Description is

mentioned

just below

the name of the RV

RV make, model and

dealership is

mentioned clearly

above all

RV make,

model and

dealership is

mentioned

clearly

above all

After

View Prototype

Usability Testing

I conducted usability testing sessions with team members and product managers before handing over the final

designs to developers. This collaborative testing helped validate key user flows, surface minor UX issues early,

and align the entire team on design decisions..

I conducted usability testing sessions with

team members and product managers

before handing over the final designs to

developers. This collaborative testing helped

validate key user flows, surface minor UX

issues early, and align the entire team on

design decisions..

I conducted usability testing sessions with team members and product managers

before handing over the final designs to developers. This collaborative testing

helped validate key user flows, surface minor UX issues early, and align the

entire team on design decisions..

How?

Used tools & plugins like Figma prototypes /Browserstack for remote testing.

Ran short 20-30 min sessions to keep feedback focused and actionable.

Prioritized fixes based on recurring user pain points.

How?

Used tools & plugins like Figma prototypes /Browserstack for remote testing.

Ran short 20-30 min sessions to keep feedback focused and actionable.

Prioritized fixes based on recurring user pain points.

How?

Used tools & plugins like Figma prototypes /Browserstack for remote testing.

Ran short 20-30 min sessions to keep feedback focused and actionable.

Prioritized fixes based on recurring user pain points.

Metrics

Achieved a 25% increase in users contacting dealers.

30% increase in app downloads, reflecting improved user interest and engagement.

45% improvement in perceived ease of use, based on post-launch survey results

Key Learnings

Simplification is key

Users value a quick and easy process

Simplification is key

Users value a quick and easy process

Simplification is key

Users value a quick and easy process

Iterative testing pays off

Regular testing uncovered hidden issues and ensured the design met user needs.

Iterative testing pays off

Regular testing uncovered hidden issues and ensured the design met user needs.

Details matter

Small improvements, had a significant impact.

Details matter

Small improvements, had a significant impact.

Details matter

Small improvements, had a significant impact.