Sujatra
Redesigned the e-commerce experience for Sujatra. An Indian artisan fashion brand to reduce drop-off and create a smoother funnel from discovery to cart
The Project
The existing design had several friction points that interrupted the user's path to purchase:
1) Homepage: Cluttered layout with no clear visual hierarchy. Collections were not presented in a way that guided the user; everything competed for attention, making it hard to decide where to click next.
2) Product Detail Page (PDP): Price, size selector and CTA were buried below the fold — users had to scroll before they could act
Result: Users were landing on the site but not reaching the cart, a classic awareness-to-intent drop-off problem.
The Approach
I redesigned two core pages using a funnel-first thinking approach:
The core principle: Treat every page as a step in a funnel, not a standalone screen. The homepage's job is to create intent. The PDP's job is to remove doubt. The cart's job is to confirm the decision. Each redesigned screen was mapped to its specific conversion goal before any visual decisions were made.
FUNNEL POSITION - WHY PDP MATTERS MOST
Browse
Interest
Homepage
Awareness
PDP
Consideration
Cart
Decision
Before
Price, size selector and Add to Cart were mid-page users had to scroll before they could even decide
After
Price, size, quantity and CTA grouped together at the top right the full decision zone is visible on load
Custom stitching and alteration services were completely buried and was paired with wrong feature set
Add-on services (stitching, lining, sleeve alteration) surfaced as checkboxes with pricing visible before cart, not after
All secondary info (delivery, returns, care, more info) was expanded and stacked created visual noise before the CTA
Delivery, returns, product details and care instructions moved into collapsed accordions information on demand, not on screen
No session-retention layer if the user didn't convert, the page had no way to keep them browsing
Added "Shop by Category" users who don't convert to stay on site