E-commerce ‧ B2C ‧ Redesign
Evolving a multi-market e-commerce website
Improving conversion through continuous redesign and iteration
ROLE
UX/UI Designer
SCOPE
Research, UX/UI, Design system
PLATFORM
Multi-regional e-commerce
TIMELINE
2021-2024
Why the redesign was needed
MOB Interior is a Slovak furniture distributor operating e-commerce stores across Slovakia, Czech Republic, Hungary, Romania and Croatia. Its regional storefronts include Novynabytok.sk, Hezkynabytek.cz, Zondo.hu, Zondo.ro and Zondo.hr.
Between 2020 and 2021, more local and international home-furnishing retailers entered these markets, joining established competitors such as IKEA and JYSK. These businesses competed not only on product range and price, but also through increasingly polished shopping and service experiences.
The redesign was initiated to modernise the digital experience, strengthen the brand across markets and support conversion growth.
Building a UX foundation in a fast-moving market
As the company’s first in-house UX/UI designer, I began the redesign without an established UX research practice or a consolidated source of user evidence. My first task was to understand the market, bring together the information already available and identify where design could have the greatest impact.
Falling behind competitors in usability
A 2021 competitor analysis showed that several similarly sized e-commerce retailers offered clearer and more usable shopping experiences.
As an online-only retailer, MOB Interior relied heavily on its websites and service journeys to shape customers’ perception of the brand. However, inconsistent interfaces and fragmented journeys weakened that experience and made it harder to compete with faster-evolving retailers.
Limited access to reliable user evidence
Since reliable user evidence was limited, design decisions had to draw on several partial sources. Website analytics, customer-service feedback, surveys, market references and lightweight testing helped clarify priorities and gave stakeholders a stronger basis for evaluating proposed changes.
Establishing a shared basis for design decisions
Established design systems, usability principles and examples from comparable products served as external reference points. Material Design was not treated as a framework to follow uncritically. Instead, its recognised patterns helped explain why certain interactions had become familiar to users and how similar problems were being addressed elsewhere.
Combined with competitor examples, available behavioural data and concrete prototypes, these references gave stakeholders a clearer basis for evaluating proposals and enabled engineers to work from more clearly defined designs before implementation.
Three years of continuous product evolution
Rather than a one-off redesign project, the work expanded across core shopping journeys, regional storefronts and the design system through repeated cycles of delivery, testing and iteration.
Prioritising UX issues and business needs and scaling the solutions
The following examples represent selected decisions from a wider three-year redesign.
01/ Discover and navigate
Helping customers find relevant products through clearer hierarchy, navigation and search
Scope
Homepage and campaigns ‧ Primary navigation ‧ Mega menu ‧ On-site search ‧ Promotional product listing
Problems observed
Six blocks competed for attention, making it difficult for customers to identify the primary message and next action.
Compared with competitors, the interface appeared visually dated and lacked consistency across components.
Room-based browsing lacked a clear entry point, reducing the visibility of an important path into the product catalogue.
Key design changes
Restructured the header navigation and prioritised essential information
Introduced room-based browsing in the mega menu with clearer grouping and hierarchy
Created a flexible promotional area in the navigation for seasonal campaigns
Before
After
Additional refinements
Simplified the hierarchy of homepage campaigns
Improved category visibility across the homepage and navigation
Researched on-site search patterns and proposed UX and technical recommendations for stakeholder review
Refined a reusable promotional product-card module across the homepage and product pages
02/ Evaluate and decide
Helping customers evaluate products through clearer imagery, specifications and comparison tools
Scope
Product listing ‧ Product cards ‧ Product filters ‧ Product detail pages ‧ Comparison ‧ Favourite
Problems observed
Product information lacked a clear structure, making key details difficult to find.
Existing filters did not support filtering by multiple attributes.
Product imagery provided less lifestyle context than competing sites, making it harder for customers to imagine items in a home setting.
Before
After
Key design changes
Redesigned product cards to make essential information easier to scan.
Expanded the desktop product grid from three to four columns, allowing customers to compare more options at a glance.
Redesigned the filtering experience to support multiple attributes and selections.
Additional refinements
Separated marketing copy from technical product specifications.
Removed duplicate attributes and grouped related specifications for easier scanning.
Optimised the image-gallery experience on product detail pages.
03/ Purchase and get support
Helping customers complete orders confidently and find support when they need it
Scope
Checkout ‧ Service information ‧ Self-service pages ‧ Post-purchase experience
Problems observed
Optional steps and unclear choices created hesitation near the end of checkout.
Form inputs were less usable and consistent than those on competing sites.
Inconsistent interface patterns made it harder for customers to identify the next required action.
Before
After
Key design changes
Redesigned the checkout flow for signed-in customers
Improved the clarity and consistency of form inputs
Applied consistent interaction and visual patterns throughout the checkout journey
Additional refinements
Restructured service and support information to make answers easier to find
Proposed clearer, site-wide access to self-service options
04 / Scale across markets
Building a scalable and consistent experience across regional storefronts
Scope
Design system · Reusable components · Component variants · Localisation · Regulatory requirements · Responsive behaviour
Problems observed
Components were designed and maintained inconsistently across regional storefronts.
The initial design system did not account for language and regulatory differences between markets.
Key design changes
Shared component foundation: Built a scalable system to create a consistent experience across regional storefronts.
Controlled regional variants: Defined reusable component structures and variants for language- and regulation-specific requirements.
Responsive patterns: Established responsive behaviours that could evolve without redesigning each storefront separately.
Impact on business
The redesign created outcomes across three areas: brand consistency, commercial performance and continued UX development.
01 / Strengthening the brand across five markets
Working with a small development team, we rolled out redesigned storefronts across five markets: Slovakia, Czech Republic, Hungary, Romania and Croatia, from mid-February 2024.
02 / A 128% increase in conversion during the low season
Following the rollout, the main storefront’s conversion rate increased by 128% during spring 2024 compared with the corresponding period in 2023. Its highest conversion rate was also 11% above the previous peak recorded in November 2023.
03 / Motivating UX iteration plans
Beyond the commercial results, the rollout made the value of UX and UI work more visible within the company. Maintaining that momentum through continued prioritisation and iteration became the next challenge.
What I learnt from the project
Break large problems into manageable iterations
Breaking years of accumulated design debt into smaller, prioritised scopes made the work manageable for a single designer. Agile practices helped the team deliver improvements incrementally while continuing to learn and adjust.
Build trust before expecting design influence
As the company’s first in-house UX/UI designer, I learnt that design influence depends on trust. Listening to departmental needs, grounding proposals in recognised references and using lightweight usability tests helped create shared understanding and move decisions forward.
Combine qualitative insight with quantitative evidence
Qualitative methods helped explain user needs, but they were not enough to track long-term business impact. Future iterations would benefit from more consistent quantitative measurement and clearer ownership of product decisions.
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