Led the design efforts for E-Valy, a Bangladeshi e-commerce platform, as part of a design consultancy project — redesigning browse, search, and checkout flows for improved conversion and user satisfaction.
My Roles
Team
Junaed Numan (me), Client stakeholders, Engineering team.
Interactive prototype — click to explore
Problem
E-Valy is one of Bangladesh's emerging e-commerce platforms. The existing platform had usability issues across its core flows — browse, search, product discovery, and checkout — that were affecting conversion and user retention.
Users struggled to find products due to unclear categorization and weak search functionality with no meaningful suggestions.
Category pages were overwhelming without clear hierarchy or filtering options to narrow down results.
The checkout flow had unnecessary steps and confusing form fields, leading to significant cart abandonment rates.
Visual inconsistency across screens created cognitive overload and a lack of trust in the platform.
Solution
I led the end-to-end design of the browse, search, and checkout experiences — focusing on reducing friction, improving clarity, and creating a trustworthy visual identity.
Cleaner category pages with better filtering, sorting, and product card design that surfaces the most relevant items first.
A more powerful search experience with better suggestions, filters, and result display that helps users find exactly what they're looking for.
Reduced checkout steps, clearer progress indicators, and better form design that guides users confidently to completion.
A consistent UI language with improved typography, color usage, and component design that builds trust and brand recognition.
Outcomes
Checkout flow simplified from multiple confusing steps to a clear, guided process with visible progress.
Improved search and browse led to more relevant product discovery and fewer abandoned searches.
A unified design language across all core flows built user confidence and brand trust.
Conclusion
This consultancy project demonstrated the value of focused UX work on the most impactful flows. By prioritizing browse, search, and checkout — the three most critical e-commerce journeys — we delivered measurable improvements in usability and a foundation for future growth.