Roam sought to transform its mobile web experience to address critical business challenges. Analytics revealed that 50% of users were browsing without adding items to their cart, while 70% of those who added items abandoned their carts at the registration stage. These numbers highlighted two pressing issues:

Unclear Product Differentiation: Users struggled to compare luggage features and identify the best option for their needs.
Cumbersome Checkout Process: The mandatory account creation step deterred users from completing purchases.

The challenge was to design a seamless, luxurious shopping experience that empowered users to compare products effortlessly while minimizing friction at checkout. Success would require not only solving these usability pain points but also maintaining Roam’s premium brand identity throughout the design.

process

Competitive Research

I analyzed similar sites in order to identify strengths and weaknesses of existing high-end luggage e-commerce platforms to inform the design of the Roam mobile site.

Key Findings:

Nordstrom.com: Offers a broad range of brands and an excellent user experience but lacks specialized focus on luggage.
LuggagePros.com: Provides detailed product information and comparisons but has a cluttered interface.
Amazon.com: Extensive product range and user reviews but can be overwhelming due to its size.
Tumi.com & Rimowa.com: Brand-specific sites with a strong emphasis on luxury and quality but limited to their own product lines.

Insights Applied:

Simplify navigation and ensure clear product categorization.
Provide detailed product comparisons without clutter.
Emphasize luxury and quality through design and content.

Outcome

The redesign of Roam’s mobile shopping experience successfully addressed key usability challenges and enhanced user satisfaction. Simplified navigation and intuitive categorization improved product browsing, while redesigned product pages and a clear comparison chart empowered users to make confident purchasing decisions.

The guest checkout option directly reduced cart abandonment in usability tests, and accessibility improvements, such as contrast adjustments, ensured an inclusive experience. User feedback praised the streamlined functionality, validating the design’s effectiveness.

This project reinforced the importance of iterative testing, accessibility, and user-centered design while deepening my expertise in creating seamless mobile e-commerce experiences.