Smile.Africa

Ecommerce for 220,000+ users. Interaction designer, 2022 to 2025.

Twelve contextual inquiries and twenty usability sessions told us what the funnel could not. Abandonment looked like disinterest in the analytics. In person it was almost always a payment step that failed on a weak connection, and a user who could not tell whether they had been charged.

So the work went where the money changed hands. Account, payment methods and transaction history were pulled into one place, because a person who cannot find what they paid last time does not trust the next payment either.

Every interaction change was tested against behaviour rather than opinion, across the devices and network conditions people actually had, not the ones in the office.

$4.8 million in revenue, 370,000+ products sold, and fewer support requests, which is the number that says the design worked rather than the marketing.