Case Study 02
E-Commerce Redesign
Transforming a cluttered online shop into a focused buying experience.
ClientMoura Living
Timeline8 Weeks
RoleUX Research & UI Design
Year2024
Transforming a cluttered online shop into a focused buying experience.
The existing Moura Living e-commerce site had grown organically over four years without design oversight. Conversion was declining despite growing traffic, mobile bounce rate had reached 72%, and the brand had recently repositioned upmarket. The digital experience needed to match.
Products were beautiful and premium, but the site communicated neither. Category navigation had grown to 47 items. Product pages mixed lifestyle photography with stock imagery. Checkout had 7 steps. Mobile users were abandoning before ever reaching a product page.
The business goal: reduce mobile bounce rate, increase average order value, and create a digital presence worthy of the brand's premium repositioning — all while preserving the catalogue architecture that operations relied on.
A competitive audit of six similar lifestyle brands established the benchmark. Heatmap analysis of the existing site revealed that 68% of users never scrolled past the fold on product pages — the most persuasive content (material details, care instructions, lifestyle imagery) was invisible.
Card sorting with 12 participants reduced 47 navigation categories to 9, grouped around how users thought about their home — not how the warehouse was organised. Two rounds of usability testing validated the new navigation structure before any visual design was committed.
The mobile-first decision came early: with 74% of traffic on mobile, designing desktop-first would have been designing for the minority. Every layout decision was validated at 375px before scaling up.
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“Less noise. More buying.”
The homepage was reduced to a single editorial hero, a curated 6-product featured section, and a brand statement. Clutter replaced with confidence.
Product pages now lead with an immersive lifestyle image above the fold. Material details, care instructions, and social proof follow in a clear hierarchy — everything the customer needs to commit.
Typography
Primary — Cormorant Garamond
Aa Bb Cc 123
Secondary — DM Sans
Aa Bb Cc 123
Type Scale
Color Palette
Warm neutrals and serif accents reflect the brand's premium repositioning while keeping the interface clean and functional.
Checkout reduced from 7 steps to 3. Progress indicator, Apple Pay / Google Pay integration, and a clear delivery timeline increased completion rates significantly.
The redesign launched in Q3 2024. Within 90 days, all primary KPIs showed significant improvement. Time on site doubled and the client reported that the new experience 'finally felt like the brand they had been building towards.' A Phase 2 expansion is in discussion.
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