Understanding user challenges
Aether, an e-commerce platform, faced high bounce rates and low conversions due to a fragmented user journey. The main goal was to uncover the pain points preventing smooth engagement and purchases.
Designing a seamless shopping flow
Through usability testing and heatmap analysis, we identified key friction areas and simplified the navigation, checkout, and product pages. The redesigned experience improved clarity and flow, creating a frictionless path from browsing to checkout.
Discovery
The Approach
I facilitated a three-day workshop with Development, Product Management, and SMEs to define our vision. Through journey mapping and user research, we identified our core challenge: How might we enable users to create and visualize voice agents without compromising performance or overcomplicating the experience?
Our competitive analysis of Siri, ChatGPT Voice, and Perplexity inspired our approach to visualizing voice and managing interaction states. I established five design principles to guide our work: Consistency, Simplicity, Fluidity, Implementation, and Futurism.
The Breakthrough
Through rapid iteration informed by 10+ customer interviews, my team & I explored multiple visualization approaches—waveforms, abstract shapes, and pills. The breakthrough came through collaboration and direct customer feedback, which confirmed that an orb visualization aligned with user expectations while meeting performance requirements. Customers found it organic and approachable, less mechanical than waveforms.
One of my proudest achievements: I worked with engineering to identify Three.js as our implementation solution. This React Library gave us the performance we needed while maintaining visual quality, unblocking the Front-End team completely.
Through intuitive navigation, a clean UI, and a mobile-first approach, we enhanced usability and boosted conversions. The redesign led to a measurable increase in sales and customer retention, with users reporting a smoother and more enjoyable shopping experience.
