Rojin Agahi | Portfolio: Gooshi shop

SectorE-commerce

ChallengeIncrease sales and reduce drop-oft rates

My RoleProduct manager/Design lead

Project Time3 months

Phase 1 / Understanding the problem

Gooshishop is a key player in the e-commerce market, which allowed us to perform extensive benchmarking against industry leaders. As the Product Manager, I conducted a deep dive into user behavior using Hotjar and Microsoft Clarity. My analysis revealed significant drop-offs within the checkout funnel. Consequently, I prioritized a comprehensive redesign of the Basket-Checkout-Payment flow to optimize conversion rates and streamline the user journey.

Phase 2 / Redesign basket

Before

After

We improved button accessibility and optimized the insurance cross-selling flow. By enabling users to seamlessly select insurance for multiple items (e.g., matching three insurance plans with three phones), we significantly increased the Average Order Value (AOV). This optimization led to a 0.5% growth in total sales within just two months.

Phase 3 / Redesign checkout

Data analysis revealed significant friction in the checkout funnel. By benchmarking industry leaders, I revamped the flow to be more user-centric. Now, the map is presented upfront, allowing users to enter their address details directly. This streamlined approach has notably reduced the task completion time compared to our old, reversed process.

Naturally, the entire platform features a fully responsive design with a dedicated desktop version for every page.

We are currently streamlining the payment flow to reduce friction and simplify the process for our users.