E-commerce design strategy

Retaining loyal customers in a time of transformation
Lead Product Designer

People management
Project scoping
Project planning
Stakeholder management
Design management
Research design
Field research
Workshop design
Workshop facilitation
Prototyping and testing
Presenting and documenting work
As a solo consultant in partnership with

Digital product design, branding and communication agency


A Hungarian top 10 e-commerce company (50k visits per day, €30K in revenue).


Our client opted for complete website redesign for two reasons:

  • Once catering to a niche market, our client decided to introduce a wider range of offerings.
  • They acquired an online magazine recently, which had to be integrated into their existing content strategy.

In partnership with Why Partner a Budapest based boutique product design agency.


I led the month-long design strategy phase, and utilized a combination of qualitative and quantitative methods, with heavy emphasis on data analysis, to map the company's current customer base and their attitude towards the current website and towards the proposed changes.

  1. Strategy
  2. scoping
  3. research planning
  4. crunching CRM data (purchase history based segmentation)
  5. contextual inquiries,
  6. quantitative research (GA, surveys, behaviour-based segmentation, Customer Effort Score, perception-based segmentation) to back up insights with data,
  7. qualitative followup (card sort, interviews, usability tests),
  8. customer journey mapping,
  9. establishing KPIs
  10. Brand identity: brand strategy, look and feel, content marketing strategy
  11. UX/UI: page flows, wireframes, UI designs, implementation support

The cross-examination of CRM-, behavioural- and perception-based segmentation painted a picture of drastically different customer groups. To accommodate the needs of both our client ended up splitting up the website to a content-first magazine and to an e-commerce site.

How I did in this project?

Francis was great help to us. We have worked together on fintech, ecommerce and saas products and he turned out to be an excellent research planner and ux strategist. It’s always fun working with him, both for us and our clients - an invaluable asset in meetings, workshops and also in the design process.

Adam Horn
Co-founder of Why Partners