The main task was to completely redesign the existing interface of the website using analytics and data gathered from users. We used Google Analytics, heat mapping and other critical metrics, like event tracking and goal completion. The user surveys and interviews also revealed few insights.

I redesigned the start page design with dynamic banners based on user interests, subscriptions, favorite brands and items saved in favorites and purchases made.

The product page has also been completely redesigned. The design I created was almost entirely used in the next versions of the site after I left the company.

KupiVIP users were more likely to compare and remove products in their cart before deciding which to purchase. I designed a mini cart dropdown that appears when a user adds a product to the cart or hovers over the shopping bag icon. This feature allowed users to quickly view and edit their choices without having to load another page.

In addition to navigation, I introduced different filters to facilitate the main navigation. Specific and unambiguous properties such as Size, Colour or Material were used as filters, others that are more abstract (Best Match, Popularity, Discount Size) became part of sorting.

Update

This case has not yet been fully described. First I put a 'Visit Website' button with a link to the site so anyone can see the live design. But in September 2021, KupiVIP announced the closure after 13 years in operation.