Image Connections E-commerce Redesign

Overview

Image Connections required a more scalable e-commerce experience to support a large product catalog and complex customization workflows.

Problem

The existing experience introduced friction at critical points in the user journey. Product discovery was inefficient due to weak information architecture, and customization was deferred to the cart in a multi-step flow—creating cognitive overload and increasing drop-off risk.

Role

I led the product redesign end-to-end, defining UX strategy, restructuring the information architecture, and implementing the front-end to ensure alignment between design intent and system behavior.

Approach

I restructured the experience around decision timing, bringing customization closer to the moment of intent and reducing unnecessary interaction cost.

Key Decisions

• Re-architected navigation into a vertical, expandable system optimized for large catalogs.
• Shifted customization from a late-stage cart flow to the product detail layer.
• Designed dynamic input structures based on product type and availability.
• Collapsed a fragmented checkout into a single-step summary focused on confirmation, not configuration.

Technical Implementation

Developed a structured front-end architecture with reusable layout patterns and component-like structures, enabling clean integration with backend systems and future scalability.

Outcome / Impact

Reduced checkout complexity from a 6-step flow to a single-step experience, significantly lowering interaction cost.

Users were able to customize and purchase products faster, with greater clarity and confidence.

Learnings

Structuring interactions around user intent—rather than system constraints—improves usability and conversion readiness.