OPTIMIZATIONS FOR A FASHION ECOMMERCE
CLIENT
Event attire ecommerce
TEAM
PM, Web & Backend Devs, QA and stakeholders
YEAR
2026
From a rigid purchasing flow into a seamless experience, boosting conversion and increasing the average order value without rebuilding the backend.
(One minute overview)
THE CHALLENGE
Adding a product to the cart automatically redirected the user to the checkout, killing cross-selling opportunities. Additionally, a technical limitation forced color variants into individual product pages, failing to show all available colors for a garment and breaking the catalog browsing experience.
THE SOLUTION
We transformed the process by removing the intermediate cart page in favor of a dynamic Side-Cart with built-in up-selling strategies. To solve the catalog issue, we designed a color switch system that connects independent product pages, boosting the site’s internal linking.
KEY APROXIMATED RESULTS
(Project details)
01. THE END OF FORCED CHECKOUT
By analyzing the sales funnel in Google Analytics, we detected a massive drop-off right after the «Add to cart» action. The original flow was disruptive. Every time a user added an item, the system kicked them out of the catalog and sent them to checkout.
We designed and implemented a dynamic Side-Cart. Now, users can edit, add, or remove sizes without reloading the page or losing their spot in the catalog. However, since the automatic cart opening was a crucial feature for the client, we agreed to keep it exclusive to desktop and tablet. On mobile, the cart only slides out if the user taps the cart icon.
Just by removing this forced jump, we achieved a 1.3% boost in the overall conversion rate during the first month.
02. GAMIFYING THE AOV: THE UP-SELLING ENGINE
We turned the Side-Cart into an active sales tool by integrating an up-selling engine. The dynamic progress bar calculates the remaining amount for free shipping in real time, and the dynamic carousel featuring «surprise products» matches the exact value needed to complete the free shipping.
This «small visual gamification» had a massive impact: free shipping orders skyrocketed by 300% in roughly 60 days, directly increasing the store’s average order value.
03. UX AS A BRIDGE FOR TECHNICAL DEBT: THE COLOR PROBLEM
This was arguably the most interesting challenge. Due to technical limitations, each color of the same garment was an independent URL and product page (PDP).
For the user, this was a blind spot. If they clicked on the red dress, they had no idea it existed in blue without going back to the catalog.
Since rebuilding the backend wasn’t an option, we used design to create an illusion of fluidity. We implemented a color switch system on the product page that creates an instant, imperceptible redirect between the garment’s different colors. Users now perceive the entire offering from a single place, improving navigability without touching the underlying technical structure.
04. KEY TAKEAWAYS
01. Micro-optimizations, macro-results
This project proves that you don’t always need a full brand redesign. Fixing a specific component (like the cart flow) can lead to substantial business growth.
02. Design covers technical cracks
When a technical limitation forces you to fragment the experience (like the separated colors), our job is to build bridges in the UI so the user never notices that internal constraint.