UX audit and specifications for e-commerce conversion growth

In-depth analysis of user experience and development of a technical specification for the redesign of the online flower shop (floritale.com). The goal of the project is to eliminate critical "bottlenecks" in the sales funnel and increase the website's conversion rate.

What has been done:

UX audit (Full Audit): A complete breakdown of the current site was conducted, identifying shortcomings in content hierarchy and interaction logic.

Mobile version analysis (Mobile First): Optimization of the interface for mobile users (considering they make up over 85% of traffic), working with the "thumb zone" and the speed of access to the cart.

Funnel optimization (User Journey Mapping): Restructuring the user path from the first screen to payment. The number of steps required to place an order has been reduced.

Analysis of Trust factors: Implementation of a trust strategy (placement of reviews, guarantees, process photos), which is critically important for the flower business.

Preparation of the technical specification: A detailed document (15-20 pages) was created with storyboards, low-fidelity wireframes, and specific recommendations for designers and developers.

Technologies/Tools:

UX/UI Research, User Flow Optimization, CRO (Conversion Rate Optimization).

Wireframing, Technical Documentation.

Result:
The client received a clear, reasoned action plan that transforms the "outdated design" into an effective sales tool with measurable performance indicators.