Project 5

Gymgrossisten — Translating Customer Feedback into UX Improvements

Using behavioural data, customer feedback, and checkout analysis to identify friction points and redesign critical purchase flows.

UX Design · Data Analytics & UX Optimisation · Symplify · Wireframing & Prototyping

Context

This project explored how qualitative customer feedback and behavioural analytics can be translated into actionable UX improvements within an e-commerce environment.

Using customer support data, behavioural reports, and conversion analysis from Symplify, the goal was to identify where users experience friction during the purchasing journey and redesign key interactions to improve clarity, trust, and completion rates.

The focus was placed on mobile checkout behaviour, promotional friction, and moments where users abandoned purchases due to confusion or system instability.

[Insert supporting image: dashboard screenshot, analytics export, or checkout interface]

Process

Insight Synthesis

The extracted data revealed several recurring experience-level problems affecting trust, clarity, and purchase completion.

Mobile Checkout Instability

Data

“Den har hakat upp sig så jag kan inte slutföra beställningen”
Mobile, Sweden, 2026-03-12

“Det går inte att ändra avhämtningen så jag handlar produkterna på Apohem denna gång!”
Mobile, Sweden, 2026-03-23

Insight

Mobile users abandon purchases when checkout flows feel unstable, unclear, or technically unreliable.

Users experienced uncertainty around loading states, delivery options, and whether actions had been successfully completed.

UX Recommendation

  • Introduce loading and progress indicators
  • Improve visibility of checkout status
  • Display clear error messaging
  • Ensure responsive behaviour across screen sizes

[Insert graph: mobile checkout abandonment or error frequency]

Discount Code & Promotion Friction

Data

“Rabattkod CLUB20 fungerar inte.”
Mobile, Sweden, 2026-03-15

“Det blev ingen skillnad på slutsumman när jag la in CLUB20”
Mobile, Sweden, 2026-03-15

Insight

Users lose trust when discounts fail silently or when price adjustments are unclear during checkout.

The issue was not only technical, but communicative. Users lacked confirmation, transparency, and feedback.

UX Recommendation

  • Confirm when discounts are successfully applied
  • Show updated totals immediately
  • Display contextual error messaging
  • Improve visibility of promotional logic

[Insert graph: promotion-related complaints or failed discount interactions]


Checkout Friction & Purchase Interruptions

Data

“Ja, att jag bara får köpa max 2 st”
2026-03-14

“Obetalda fakturor…”
2026-03-16

Insight

Checkout interruptions create frustration when users encounter restrictions or unclear purchasing limitations without sufficient explanation.

Users expected smooth progression, but experienced sudden obstacles and unclear constraints.

UX Recommendation

  • Surface purchasing limits earlier
  • Improve cart visibility and feedback
  • Create smoother step transitions
  • Clarify blocked actions and payment states

[Insert graph: checkout exits, failed sessions, or friction frequency]

Conversion Gap Analysis

Data

  • Active users: 145K (+21.4%)
  • Sessions: 226K (+19.5%)
  • Purchases: 15K (+50.2%)
  • Key events: 15K (+49.6%)

Insight

The platform demonstrated strong growth and purchasing intent, but the experience did not consistently guide users toward conversion.

Some users converted efficiently, while others struggled to orient themselves within the purchase flow.

UX Recommendation

  • Reduce early decision friction
  • Make the primary action immediately visible
  • Introduce stronger onboarding hierarchy
  • Guide users toward high-confidence starting points

[Insert graph: conversion funnel or sessions-to-purchase comparison]

Wireflow & UX Direction

Based on the identified friction patterns, redesigned wireflows were created to improve orientation, reduce cognitive load, and strengthen checkout confidence.

The redesigned flows focused on:

  • clearer progression
  • visible feedback
  • simplified decision-making
  • improved mobile responsiveness

[Insert wireflow]

Caption example:
Wireflow redesign focused on reducing friction across mobile checkout interactions.

A side-by-side comparison of two UX flows displayed on matching, thin black tablets resting on a light ash wood surface. One tablet shows a cluttered, low-contrast interface, while the other presents a clean, accessible redesign with large touch targets, clear hierarchy, and inclusive language. Between them lies a narrow black strip of annotations, printed in precise sans-serif type, calling out ethical and usability improvements. Soft, overcast window light from the left creates even illumination and subtle, directional shadows, enhancing contrast without harshness. Shot from a slightly elevated angle with moderate depth of field, both screens are crisp while the wood texture softly recedes. The photographic realism and restrained palette underscore thoughtful, principled UX decision-making.

A dramatic, minimal UX dashboard interface displayed on a large, frameless ultra-wide monitor mounted on a dark, textured wall. The screen shows an accessible analytics dashboard with generously spaced charts, high-contrast labels, and clear, ethically framed metrics like “user well-being” and “task success.” The monitor rests above a narrow black shelf holding only a single monochrome notebook and a slender graphite pencil. Lit by a single, focused overhead light, the interface glows against the near-black surroundings, casting a faint halo on the wall. Captured in a straight-on composition with sharp focus throughout, the photographic image feels bold, cinematic, and intensely focused on the ethical, data-informed side of UX design.

A collection of UX case study artifacts spread with careful precision across a wide, pale concrete tabletop: high-fidelity mobile screens printed on thick matte paper, a bold black tablet displaying a crisp design system, and a stark white storyboard of user flows drawn with sharp black lines. Each artifact uses strong contrast and generous whitespace, with clear accessibility annotations. Overhead, soft studio lighting evenly illuminates every detail, creating gentle, defined shadows that add depth. Shot from a slightly elevated, top-down perspective, the composition forms a strong diagonal flow from lower left to upper right. The mood is bold and analytical, with a photographic realism that highlights structure, hierarchy, and methodical UX craftsmanship.

Design Decisions

Structure

The checkout flow was simplified into clearer sequential steps to reduce uncertainty during purchase completion.

Priority actions and system feedback were surfaced more visibly to support user orientation.

Accessibility

Touch interactions, responsive spacing, and simplified messaging were prioritised to improve usability across mobile devices.

Error states and status changes were designed to remain visible and understandable without requiring technical interpretation.

Behavioural Clarity

Rather than adding additional functionality, the redesign focused on reducing ambiguity during high-friction moments.

System feedback, pricing changes, and purchasing restrictions were surfaced more proactively to strengthen trust.

[Insert final prototype screens]

Caption example:
Responsive checkout flow designed around visibility, reassurance, and reduced friction.

Caption example:
Improved promotional feedback designed to increase transparency during purchase decisions.

Solution

The final concept reframes checkout not as a transactional endpoint, but as a guided and confidence-building interaction.

By translating behavioural data into experience-level insights, the redesign focused on improving trust, clarity, and progression throughout the purchasing journey.

The project demonstrates how data analysis and UX thinking can work together to identify friction patterns and create more intuitive e-commerce experiences.

interact with prototype

Reflection

This project reinforced the value of combining behavioural analytics with UX analysis to uncover deeper experience-level problems.

Many of the identified issues were not caused solely by functionality failures, but by uncertainty, unclear communication, and loss of trust during critical purchase moments.

The process also highlighted how qualitative feedback can reveal emotional friction that quantitative metrics alone may overlook. Translating customer complaints into UX patterns made it possible to move beyond isolated issues and identify broader structural improvements across the checkout experience.

More broadly, the project strengthened my understanding of how data-informed UX can support clearer decision-making, stronger user confidence, and more resilient digital commerce experiences.

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