Noise is one of India's fastest-growing lifestyle tech brands, recognized by IDC as India's No.1 wearable watch brand in 2020. Despite strong brand awareness, their e-commerce website was underperforming — failing to convert visitors into buyers and leaving significant revenue on the table.
Noise's core customers — millennials and Gen Z — were consistently placing smaller orders than the business expected, and a significant portion were abandoning their carts before completing checkout. The site wasn't doing enough to guide users toward purchase or inspire them to add more to their basket.
Category tabbed and smart search entry point, And bottom sheet to offer cross selling experience to motivate cart building.
+20%
+10%
The conversion rate increased due to a smoother user journey with reduced friction.
-18%
The rate of cart abandonment decreased after the revamp.
I led all design efforts as the senior designer on a team of 2. I worked closely with product managers, data analysts, and developers — owning the research, ideation, design, and handoff end-to-end.
2 UX Designers/Researchers (including me)
Competitor analysis, interview, usability testing
We started with the data before touching any designs. Heatmaps and clickstream analysis revealed exactly where users were dropping off and where the experience was creating friction. We supplemented this with competitor analysis to identify what best-in-class e-commerce experiences were doing differently.
1.Complex Navigation
Users struggled to find products quickly — navigation was too complex
2.Limited Cross-Selling Opportunities
The site offered almost no cross-selling — no prompts to discover complementary products
3.Non-Optimized Checkout
The checkout flow had too many steps and too few payment options, causing late-stage drop-off
