Petabad · E-commerce
Using behavioral evidence, internal reports, and competitive benchmarking, I identified and prioritized friction across product discovery, authentication, cart, and checkout—then translated those findings into clearer, technically feasible product experiences.
Petabad’s shopping experience was affected by a combination of usability and technical friction across product discovery, authentication, cart, and checkout. The issue was not one broken screen or interaction; multiple small friction points accumulated across the journey and made purchase completion harder than it needed to be.
Investigating friction across cart, authentication, checkout, editing, and purchase completion.
Improving search, filtering, navigation, product findability, and information clarity.
Simplifying account access and reducing unnecessary barriers during the purchase journey.
Addressing usability, interaction, trust, and purchase-support issues across key shopping touchpoints.
I reviewed 100+ Hotjar session recordings alongside internal technical reports, stakeholder feedback, existing user flows, and competitive benchmarks. I used that evidence to identify recurring friction, prioritize design opportunities, and make decisions that balanced user needs, business priorities, and technical feasibility.
Reduced unnecessary account-creation friction by designing an OTP-based authentication direction for the purchase journey.
Strengthened the primary checkout action and changed “Continue Shopping” to “Back to Shopping” to reduce accidental exits and navigation ambiguity.
Designed clearer interactions for removing items and editing checkout information so users would not need to restart unnecessarily.
Looked beyond individual screens and simplified decision points and interactions across the broader purchase journey.
The work established a clearer, evidence-based direction for Petabad’s shopping experience: fewer unnecessary barriers, clearer purchase actions, simpler account access, and more understandable interactions across discovery, cart, and checkout.
