Challenge
Complex flows caused drop-off near purchase.
Wellmax: Marketplace Redesign
Simplifying product discovery, cart, and checkout.
- Duration
- 2020 – 2021
- Role
- UX/UI designer
- Team
- 60 people · 3 designers
Overview
Wellmax serves shoppers and small businesses. Growth complicated discovery and checkout.
My role
I handled journey mapping, prototyping, UX/UI, and handoff.
Solution
I clarified the catalog, cart, and checkout, reducing payment steps.
Outcome
A clearer purchase journey supported conversion.
Problem & Research
Product Discovery
Weak hierarchy and filters slowed product comparison.
Cart Clarity
Prices, discounts, seller details, and controls competed.
Checkout Friction
Lengthy checkout, required sign-up, and limited payments increased abandonment.
Research Approach
I audited journeys and iterated wireframes with the team.
Design Priorities
- Improve product comparison
- Make pricing transparent
- Shorten the path to payment
- Keep progress and errors visible
Core Solutions
Product Discovery
Problem
Shoppers needed to compare products without losing context.
Solution
I clarified filters, product details, pricing, and CTAs.
Key decisions
Clear filter hierarchy
Comparable product cards
Visible prices and discounts
Consistent Add to Cart action
Product Page Redesign
Cart Review
Problem
Cart details lacked hierarchy.
Solution
I separated item controls from the order summary.
Key decisions
Items grouped by seller
Visible final price
Editable quantities
Persistent order summary
Checkout
Problem
Too many steps increased drop-off.
Solution
I consolidated checkout into a single page.
Key decisions
Guest checkout
Fewer form fields
Persistent order summary
Clear error and payment states
Validation & Collaboration
Prototypes refined forms, errors, summaries, and payment confidence.
Audit
Audited the catalog, cart, sign-up, and checkout.
Prototype
Explored shorter, clearer flows.
Validate
Tested forms, errors, and order summaries.
Collaborate
Worked with the design lead, graphic designer, and product team.
Results & Reflection
−15% Cart Abandonment
+10% Conversion Rate
25% Faster Checkout
Source: product analytics and post-launch user surveys.
Reflection
Simplify the marketplace while keeping trust-building information visible.
The project reinforced that clearer hierarchy, transparent pricing, and fewer decisions at critical moments can directly improve conversion.
Valeriia Bulgakova · © 2026