E-Commerce UX Audit and Journey Redesign

The project audited an online purchase journey for phone and subscription products, from landing page through checkout and payment. Issues were documented, severity-rated and tracked in a backlog. Peak problems centered on hidden costs, blocked add-to-cart flows and checkout friction. Deliverables included a merged journey map, recommended UX patterns and two design solution tracks.

The audit combined expert evaluation with quantitative behavioral data.

• Mapped the full user journey across landing page, product page, checkout and payment.
• Conducted a heuristic evaluation of each step, documenting every issue with severity ratings from cosmetic to critical.
• Triangulated findings with analytics data, including visitor counts, drop-off rates, time on page and heatmaps of mouse movement and taps for desktop and mobile.
• Identified peak problem areas where multiple issues compound, notably the subscription form blocking add-to-cart and hidden fees contradicting the brand promise.
• Grounded each recommendation in established UX patterns, such as progressive disclosure, comparison tables, inline validation and order transparency.
• Delivered two solution tracks: short-term quick fixes per page, and a long-term step-by-step guided purchase redesign independent of the underlying platform.

The audit produced a prioritized issue backlog with severity-graded fixes ready for development.

• Landing page suffered choice overload and delayed pricing clarity.
• Product page hid required form fields and showed a falsely enabled add-to-cart button.
• Checkout had unclear required fields, broken sessions on back navigation and late-revealed costs.
• Analytics confirmed severe drop-off at checkout, indicating structural problems beyond UX.
• The long-term redesign proposed a six-step guided flow covering subscription choice, number selection, overview and checkout.