Project / equip.pl
2026
A new standard for shopping experiences in the travel accessories industry.
Product:
E-commerce
Industry:
Travel & Luggage
Market:
B2C
Status:
In development
Objectives
Challenges & Pain Points
Untapped potential for accessory cross-selling.
Despite a broad range of accessories, the cross-selling system was practically non-existent. Add-on products were invisible during the customer journey, leading to marginal sales.
Lack of consistency and
a "diluted" brand image.
Without unified visual patterns, the UI chaos not only weakened brand trust but also made it difficult for the client to add new content without breaking the layout.
Critical barriers in the purchase path.
Numerous UX friction points and technical "distractors" frustrated users, leading to high abandonment rates at the final checkout stage.
Why It Works
Changes that made the difference.
Product page optimization and Above the Fold focus.
Refining the product page as the heart of the sales engine. By reducing its length by 50% and moving key decision-making elements to the top of the page (Above the Fold), I made it significantly easier for users to convert without unnecessary scrolling.
Implementing smart product recommendations.
Based on Clarity heatmap analysis, I identified strategic placements for cross-selling and up-selling modules. Positioning recommendation frames high on the product page fuels a "continuous exploration" loop, directly increasing the average number of items per cart.
Digital Accessibility and
WCAG 2.2 Compliance.
I optimized the interface according to accessibility standards. Improving WCAG 2.2 scores not only opens the store to a wider audience but also boosts SEO and general readability on mobile devices.
Handover of
a Design System.
Instead of just static mockups, the client received a complete ecosystem of ready-to-use components with usage guidelines. This ensures total visual consistency as the store grows, allowing the team to expand the offer independently without needing a designer for every minor update.
See also
Another case
