Avocadostore
Redesign
Role: PRODUCT DESIGNER
Timeframe: JANUARY 2025
Overview
Avocadostore is Germany’s largest eco-fashion and lifestyle marketplace. As a growing brand with a strong sustainability mission, it needed a UX redesign to improve usability and conversion rates while staying true to its ethical identity. I led the redesign process focusing on subtle UX/UI enhancements that improved shopping flow, interactivity, and efficiency across key user journeys.
Problem Statement
AvocadoStore, a trending commercial website, needs to enhance user engagement and improve overall usability. The retention rate, ease of use, and overall performance are aimed to improved with the changes in current design and functionality of key features:
1. The location of "Save to Favourites" button is not intuitive, leading to reduced use of this feature.
2. The "Add to Cart" dropdown lacks a delete option, forcing users to navigate to their shopping cart to remove items, resulting in frustration and inefficiency.
3. Users cannot preview additional product images when hovering over the product, limiting interactivity and product engagement.
These gaps affected retention and overall satisfaction.
Solution
To address these issues, the following items were redesigned:
1. Relocate the Save to Favourites button to a more visible and intuitive location.
2. Add a delete icon to the "Add to Cart" dropdown, allowing users to remove items directly without navigating to the shopping cart.
3. Enable a hover feature for product images that allows users to preview the next image of the product, enhancing interactivity and helping users make informed purchasing decisions.
By implementing these changes, the aim is to improve user retention, usability, and practicality, ultimately driving an increase in customer satisfaction.
Design Process
Research & Discovery
I conducted user interviews with 15 regular Avocadostore customers and analyzed user behavior data to identify pain points in the shopping journey. Key findings revealed that users struggled with product categorization and wanted more transparency about sustainability attributes.
Problem Statements
Identified Through User Interviews
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Most of the times, I save clothes because I need to compare them afterwards, saving function is very important.
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"I am pretty busy to go to shopping, even I am shopping online I prefer features which help me spend less time."
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"Visuals of the items are pretty important for me when I decide to buy a product."
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"There are 3-4 online shopping websites I use regularly and in each of them there are some features I like, some I don't. For example, in this avocadostore, it is impossible to delete an item I added without goint to the checkout.
Zalando and Limango are two well-known and highly successful e-commerce platforms in Germany, making them ideal competitors to benchmark against. These platforms are renowned for their user-friendly interfaces, efficient navigation, and superior usability, which contribute to their strong market presence. Zalando excels in product presentation and intuitive design, while Limango offers seamless cart management and interactive product features.
By comparing AvocadoStore's features with these leading platforms, I explored gaps and opportunities for improvement, ensuring my redesign aligns with industry standards and user expectations.
Competitor Analysis
Zalando
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Product images change on hover
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Clear "Save" icon placement
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Delete icons in dropdown cart
Limango
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Fast navigation
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Easy cart updates without checkout friction
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Visual hierarchy optimized for mobile
Zalando Lounge
Shopping cart allows users to delete an item without going to checkout
Visuals and price details regarding the added item are very clear.
Limango
The spacing between the cart and saved item icons is well-designed, positioned on the left like many online shopping sites.
The placement of the heart icon for saving items is user-friendly.
Users can see the alert message at the top of the page when adding an item to the cart or favorites, even if they've scrolled to the bottom.
Results
The placement of the 'Go to Cart' button is not user-friendly impacts usability negatively.
There is no delete icon in the "added items"/shopping cart
Current Website
Redesign
Delete icons have been added.
Outcome / Impact
To validate the new design, I built a high-fidelity interactive prototype in Figma and conducted moderated usability
testing with six participants from the initial interview group.
Key Results:
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🔍 75% of usability testers noticed and used the Save to Favourites button — a significant increase in visibility and engagement
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🗑️ Time to remove items from the cart decreased by 40% — reducing friction in cart management
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🖼️ Image hover previews improved product engagement and selection confidence, especially for users shopping on mobile
User Feedback:
“Now I can compare items so much faster.”
“I change my opinions very often, when I see a better alternative. Removing things from the cart is finally not frustrating!”
The improved interactions were perceived as more intuitive, leading to a more seamless and enjoyable shopping experience.
This project highlighted how micro-interactions and UI clarity can drive measurable improvements in user experience. Designing within an existing brand system challenged me to make precise, meaningful changes without disrupting visual identity.
If given more time and access to live metrics, I would:
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Implement A/B testing for cart and save feature interactions
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Expand mobile-first refinements across the entire checkout flow
I’m proud of how focused, user-driven enhancements can create both emotional connection and functional value in e-commerce platforms.