Store Details Page Redesign
Lead UX Designer.
This is one of my favorite end-to-end projects. What started as a small SEO update quickly turned into a full redesign of the Store Details page.
After digging into customer feedback and real usage patterns, it became clear the issue wasn’t just discoverability; it was usability. 81% of feedback was negative, with many customers unable to find basic information like hours, phone numbers, or services.
I used that insight to make the business case for a broader redesign focused on clarity, structure, and what customers actually need in the moment. Then led the redesign by reworking the information architecture, simplifying the content hierarchy, and introducing quick-access pathways to the most important actions.
The Result
CTR increased from 40.7% to 44%
Negative feedback dropped by as much as 85% across key tasks—within 90 days.
Skills used.
Product thinking & end-to-end execution
Information architecture redesign
UX/UI design & usability optimization
Customer feedback analysis
Stakeholder alignment across teams
Tools
Figma
Adobe Analytics
Medalia
Highlighting the Problem
I love reviewing customer feedback. It’s one of the best ways to uncover real pain points.
During the discovery phase of this project, I found some very valuable insights.
Customers were consistently frustrated because they couldn’t find basic store information—and it was happening month after month.
So naturally, I built a deck and started pushing for bigger changes.
The outcome was incredible.
The Outcome.
The Business Case
Design Strategy.
I built my design strategy around several data points and also customer journey flows. Asking questions like: How do customers find this page? What are the most common use cases? How does Google present information?
Competitive analysis
Adobe Analytics
Past user research findings
Direct customer feedback comments
Past page updates
Baymard Institute case studies
Nielsen Norman Group (NN/g) case studies
As much as I love conducting user research, considering the nature of this page and the abundance of data that we had, I felt we had enough info to logically redesign this page and didn’t necessarily need to spend the funding on design research.
