UI/UX & Product Design for E-commerce & D2C
Filters and search designed for the catalogue's structure rather than for how customers actually look for things.
UI/UX design covers research, information architecture, user flows, wireframes, interface design and a reusable design system. For a D2C or e-commerce brand, the work is judged on contribution margin per order, after shipping, returns and ad cost. Research-led navigation and product pages built around the decisions a buyer is really making.
What is costing you money today
Filters and search designed for the catalogue's structure rather than for how customers actually look for things.
Optimising ads to purchase events reported by a browser pixel that ad blockers and iOS have already broken, then scaling on numbers that overstate revenue.
What changes once this is in place
Research-led navigation and product pages built around the decisions a buyer is really making.
How e-commerce & d2c actually buys
Minutes to days for impulse categories, weeks for considered ones — and heavily concentrated into a few sale periods a year.
- The unit of value
- contribution margin per order, after shipping, returns and ad cost
- The common mistake
- Optimising ads to purchase events reported by a browser pixel that ad blockers and iOS have already broken, then scaling on numbers that overstate revenue.
- What we do instead
- Server-side tracking with order value and margin passed through, reconciled weekly against what the payment gateway actually settled.
What it has to talk to
A build for a D2C or e-commerce brand is mostly integration work. These are the systems we expect to exchange data with:
- Shopify / WooCommerce
- Payment gateway
- Logistics & courier APIs
- Meta CAPI & Google Enhanced Conversions
- Klaviyo / WhatsApp
The words your buyers actually use
Generic service copy loses to copy written in the vocabulary of the vertical. These are the terms that carry intent here, and the ones the pages we build are structured around:
- cash on delivery
- free shipping threshold
- return policy
- size guide
- abandoned cart
- average order value
The rules this sits under
India's Legal Metrology rules on displayed pricing and country of origin; consumer protection rules on returns; FTC substantiation for claims in the US; VAT display requirements in the UAE.
What you get
- Research — Interviews with real users, a look at what your analytics and support tickets already say, and a competitive teardown that is honest about what competitors do well.
- Information architecture — Navigation, hierarchy and naming — what things are called, which is a design decision people consistently underestimate.
- User flows — The paths through the product, including the ones where something goes wrong, which is where most of the real design work lives.
- Wireframes — Structure before styling, so the argument about what goes on the page happens before anyone has fallen in love with a colour.
- Interface design — Every screen, mobile and desktop, with the four states each — default, empty, loading, error.
- Design system — Type scale, colour tokens, spacing, components and usage notes, built in Figma so engineering can mirror it in code.
- Prototype and testing — A clickable prototype tested with five people from the target audience, with the findings written down and prioritised.
- Design QA — We review the built product against the design and file the differences. Handover without this is an assumption, not a process.