Ecommerce , B2C
Behavioral UX for Ecommerce
Leveraging customer psychology, experimentation, and data-driven design to improve conversion and purchasing behavior across multiple ecommerce brands.
Role
Senior UX Designer
Team
Product manager
CX partners, OEM Partners, Developers
Timeline
4 months
Tools
Figma, Jira
Domain
Telecom
Platform
Android watch, Mobile app
THE OPPORTUNITY
During my time at Endless Gain, I partnered with ecommerce brands across retail, pet care, beauty, and consumer products to identify friction in the purchase journey and uncover opportunities for growth. By combining behavioral psychology, user research, analytics, and A/B testing, I designed and validated experiences that helped customers make confident purchasing decisions.
• Conducted UX audits and analyzed customer behavior using analytics, heatmaps, and session recordings.
• Collaborated with CRO strategists, analysts, and developers to define experimentation roadmaps.
• Created hypotheses and designed A/B test variations grounded in behavioral science principles.
• Evaluated experiment outcomes and translated findings into scalable design recommendations.
Approach
Every optimization initiative followed a structured framework:
Research → Insight → Hypothesis → Experiment → Measure → Iterate
By leveraging principles such as Loss Aversion, Social Proof, Choice Architecture, Cognitive Load Reduction, and the Fogg Behavior Model, I designed solutions that aligned customer needs with business goals.
Selected Optimization Experiments
The following examples highlight how research, behavioral psychology, and experimentation were used to solve specific customer and business challenges across different ecommerce brands.
Experiment 1
Increasing Add-to-Cart Rate Through Better Value Communication
CHALLENGE
Analytics revealed that while users were viewing product pages, a significant number were leaving without adding products to their basket. Heatmap analysis showed that users were spending time reviewing product details but often missed key benefits that could influence purchase decisions.
Safety Without Anxiety
Provide reassurance without overwhelming parents.
Independence With Guardrails
Allow children to explore while maintaining appropriate protections.
Context Over Data
Transform information into actionable understanding.
Delight Through Simplicity
Create experiences that are intuitive, playful, and age appropriate.
Users needed reassurance and a clearer understanding of the product's value before committing to a purchase.
Heatmap analysis revealed users were spending time reviewing product information but often missed key benefits that could influence purchasing decisions.
Making key benefits more prominent near the primary CTA would reduce uncertainty and encourage more users to add products to their basket.
solution
Market Landscape
Key changes included:
Highlighting core product benefits
Improving CTA visibility
Converting dense product information into digestible bullet points
| Evaluation Criteria | Apple Family Setup | Garmin Bounce | Fitbit Ace LTE | TickTalk | Xplora | Opportunity for Gizmo |
|---|---|---|---|---|---|---|
| Child Safety | High | High | Medium | High | High | Maintain leadership |
| Parent Visibility | High | High | Medium | High | Medium | Contextual visibility |
| Communication | High | Medium | Medium | High | Medium | Rich family communication |
| Child Engagement | Medium | Low | High | Medium | High | Balanced engagement |
| Personalization | Medium | Low | Medium | Low | Medium | Adaptive experiences |
| Independence Building | Low | Low | Medium | Low | Medium | Core differentiator |
| Family Coordination | Low | Low | Low | Medium | Low | Unified family ecosystem |
| Proactive Guidance | Low | Low | Low | Low | Low | AI-powered assistance |
| Contextual Intelligence | Low | Low | Low | Low | Low | Major whitespace |
| Emotional Connection | Medium | Low | Medium | Low | Medium | Trust-centered design |
Key Insight 💡
Our research revealed that the market had become increasingly focused on parental control and visibility. While these products successfully improved safety, they rarely addressed an equally important challenge:
How might we help children become more independent while still giving parents confidence and peace of mind?
Design Opportunity
Rather than creating another monitoring tool, we identified an opportunity to design for:
Freedom with Safeguards
A model where:
Children feel trusted rather than monitored
Parents feel informed rather than anxious
Technology provides understanding rather than just data
This insight became the foundation for the next-generation Gizmo experience.
Safety Without Anxiety
Provide reassurance without overwhelming parents.
Independence With Guardrails
Allow children to explore while maintaining appropriate protections.
Context Over Data
Transform information into actionable understanding.
Delight Through Simplicity
Create experiences that are intuitive, playful, and age appropriate.
Safety Without Anxiety
Provide reassurance without overwhelming parents.
Independence With Guardrails
Allow children to explore while maintaining appropriate protections.
Context Over Data
Transform information into actionable understanding.
Delight Through Simplicity
Create experiences that are intuitive, playful, and age appropriate.
B2C
I collaborated with US teams from client side to work on a a Next gen watch for kids in the age group 4-9 years
🔒 NDA
This case study has been adapted to honor confidentiality agreements. Certain details have been altered or omitted to protect proprietary information, while accurately reflecting my role and design approach as a Senior UX Designer.
Role
Senior UX Designer
Team
Product manager
CX partners, Developers
Timeline
3 Weeks
Tools
Figma, Jira
Domain
Telecom
Platform
iPad mini
THE NEED
Wearable market has grown exponentially over the last few years.As per 202 data, its share was 29% approx.
The client too wanted to capture the growing market with its smartwatch for Kids. They wanted to launch a Next gen watch for kids in the age group 4-9 years.
The watch is fun and safe and allows parents to monitor their kid’s whereabouts through its GPS and geofencing capabilities.
“I want to give my child freedom.
But I also need to keep them safe."”
-Customer
opportunity
Verizon wanted to launch a premium generation of Gizmo watches while simultaneously modernizing the existing experience.
The objective was to strengthen Verizon's position in the growing children's wearable market while increasing customer trust, engagement, and retention.
Goals
Improve parent peace of mind
Increase product adoption
Strengthen family trust
Create differentiation from traditional smartwatches
Support children's gradual independence
BUSINESS Goals
Reduce churn among high-risk segments by offering personalized, self-service value optimization.
Lower call center costs by reducing support calls about billing confusion.
Improve retention metrics by surfacing upgrade/downgrade options in-product.
Drive upsell opportunities via more visible perk configurations and smart recommendations
User Goals
discovery
Understanding kid's pyschology
Because the target audience was children aged 6–10, we explored:
Cognitive development patterns
Visual recognition behavior
Attention span limitations
Reward-driven motivation
This directly influenced iconography, navigation, copywriting, and interaction design.
exploring the market
Market Landscape
To better understand the landscape of children's wearables, we evaluated leading products including Apple Family Setup, Garmin Bounce, Fitbit Ace LTE, TickTalk, and Xplora.
Our goal was to identify how different products balanced three critical needs:
Child Safety
Parent Peace of Mind
• Child Independence
Key Insight 💡
How might we help children become more independent while still giving parents confidence and peace of mind?
Our research revealed that the market had become increasingly focused on parental control and visibility. While these products successfully improved safety, they rarely addressed an equally important challenge:
Design Opportunity
Rather than creating another monitoring tool, we identified an opportunity to design for:
Freedom with Safeguards
A model where:
Children feel trusted rather than monitored
Parents feel informed rather than anxious
Technology provides understanding rather than just data
This insight became the foundation for the next-generation Gizmo experience.
PRODUCT VISION AREAS
Alongside research, product and business stakeholders identified several strategic investment areas for the next generation Gizmo experience. We used research insights to evaluate how each initiative could create value for both children and parents.
Concept Exploration
Building on the identified vision areas, we explored how existing Gizmo capabilities could evolve to better support children's growing independence while maintaining the trust and reassurance parents expect.
Early wireframes helped us evaluate navigation patterns, information architecture, feature discoverability, and age-appropriate interactions across a variety of scenarios.
Features
Music streaming
Concept Exploration
Building on the identified vision areas, we explored how existing Gizmo capabilities could evolve to better support children's growing independence while maintaining the trust and reassurance parents expect.
Early wireframes helped us evaluate navigation patterns, information architecture, feature discoverability, and age-appropriate interactions across a variety of scenarios.
Design Opportunity
