Mobly

Driving a 48% Conversion Uplift through E-commerce Redesign

Company

Mobly

Role

Senior Product Designer (IC)

Industry

High-Volume E-commerce (Furniture)

Key Challenge

Outdated Platform vs. $180M ARR Ambition.

Date

2023 - 2025

+48%

+48%

Conversion Rate

Conversion Rate

-26%

-26%

Cart abandonment

Cart abandonment

USD 15M+

USD 15M+

Monthly revenue

Monthly revenue

Problem Statement


The Business Challenge: Despite being one of LATAM's largest e-commerce players with high revenue, the dated digital experience presented a critical business risk. The platform failed to convey trust and modern relevance for high-value purchases, directly resulting in a sub-optimal conversion rate that stalled revenue growth for a 14-year-old market leader.

The Strategic Thesis & Design Rationale

The project involved a complete redesign of a high-volume e-commerce platform. The main challenge was optimizing the user journey, making navigation more intuitive and fluid, while improving the conversion rate, which was below expectations for the scale of the business.


As the sole designer, my core hypothesis was that we needed a radical shift from a feature-driven design to a high-trust, conversion-focused information architecture. The strategic solution wasn't just visual cleanup; it was a full restructuring focused on reducing user anxiety during product evaluation and checkout to unlock the platform's revenue potential. This involved creating new shopping flows optimized for mobile and responsive design.

New Home

Mobly Hero
Mobly Hero
Mobly Hero

Data-Driven Discovery & Prioritization


1 - Finding the Revenue Leak: I initiated discovery with in-depth data analysis and qualitative research (20+ user interviews). This evidence clearly showed that the major user drop-off was happening on the Product Page, primarily driven by confusion around shipping and installation options—a direct drain on revenue.


2 - Securing Focus: This sharp insight was key to aligning stakeholders and justifying my decision to dedicate 70% of the initial design effort to simplifying the Product Page, Catalog, and Checkout flows. This ensured we focused our limited resources where the ROI would be highest.


3 - Validating High-Impact Solutions: All major design hypotheses were tested and validated using mid-fidelity prototypes before the project moved into final engineering development.

Mobly app
Mobly app
Mobly app

Information Architecture

Information Architecture
Information Architecture
Information Architecture

Old Site vs New Site

Old vs New
Old vs New
Old vs New

Mobile App

Mobly user area
Mobly user area
Mobly user area

New Product Page and Catalog

Mobly product page
Mobly product page
Mobly product page

Measurable Business Impact & Strategic Learnings


Final Outcome: The full-scale redesign, validated via a multi-variant A/B experiment, delivered an overall 48% increase in conversion rate and a 26% reduction in cart abandonment, significantly improving the platform's competitive edge and contributing to our $15M+ monthly revenue.


Key Learnings: The biggest takeaway was the need to build Design System foundations much earlier to reduce technical debt and accelerate A/B testing cycles in the future. As a Sole Product Designer, my focus shifted from tactical execution to pure ROI-driven design and stakeholder management to ensure a high-quality outcome on a massive scope.