For this project, I focused on resolving a fragmented transition between the homepage and the product card in a high-traffic marketplace app. The interface was struggling with discovery friction, where promotional noise and a flat visual hierarchy were preventing users from moving effectively toward a product.
Original Homepage
The project was defined by clear pain points: a high search reformulation rate, low Click-Through Rate (CTR), and a declining Successful Discovery Rate (SDR). Through my research, I found that users felt a high degree of cognitive pressure, often describing the journey as a maze of "popping ads" and “irrelevant product suggestions”.
To understand how users navigate dense information architecture, I conducted a competitive deep dive into industry leaders ranging from Amazon to TikTok. Qualitative audits of market reviews revealed a consistent pain point: users felt "lost" in a maze of irrelevant data. By distilling these findings through user interviews, I identified three core archetypes — the Precision seeker, the Calm shopper, and the Systemic user — and ideated a streamlined user flow designed to eliminate these navigational bottlenecks.
User Flow
In the Lo-Fi prototyping phase, I focused on reducing cognitive fatigue by stripping away promotional clutter and re-engineering the information hierarchy. By prioritizing search accessibility and elevating key product characteristics, I aimed to shift the user journey from "search reformulation" to "effortless discovery." These concepts were then validated through testing with a new user group, ensuring the structural changes translated into a measurable improvement in the discovery experience.
Interactive Wireframing
The final phase of the project involved a rigorous visual engineering of the platform. I built the majority of the UI components from scratch, ensuring a homogeneous visual identity that strictly adhered to the brand’s design language while introducing custom 3D imagery to create a tactile, premium navigation experience. I also created an adaptive main screen for tablets, ensuring the information-dense catalog remained legible and ergonomic on larger touch interfaces.
Mobile Homepage
Tablet Homepage
Homogenous Catalogue
Search Results Page
Product Card (Scrolled view)
Zero-result Page
Explore the Interactive Prototype in Figma →
The success of this design proposal is reflected in the seamless integration of the entire user journey. By restructuring the information architecture, I harmonize the transition between discovery and purchase, ensuring that the interface feels intuitive and intentional at every touchpoint.