Turning a low-conversion eCommerce platform into a revenue-driving retail channel
Improving discovery and reducing friction transformed the website into a key driver of revenue and retail engagement.
Overview
Edward Beiner’s digital platform was underperforming as a revenue channel, with low conversion and limited impact on in-store traffic. As part of the design team, I owned key areas of the UX/UI redesign, focusing on product discovery, visual hierarchy, and reducing friction across the purchase journey.
Key Focus Areas
• Improve product discoverability to support conversion
• Reduce friction across the purchase journey
• Strengthen connection between digital and in-store experience
• Elevate brand perception through a premium UI system
My Role
Product Designer
Visual Direction
Art Direction
Client
Edward Beiner
Website
edwardbeiner.com
Team
Valeria Diaz (PM)
Sebastian Roach (VD)
Aldo Mora (PD)
Victor Hugo (3DM)
PROJECT IMPACT
Driving measurable growth across conversion and revenue
By improving product discovery, restructuring navigation, and reducing friction across the purchase journey, the redesign transformed the website into a high-performing revenue channel. These improvements not only increased traffic and engagement but also strengthened conversion efficiency, positioning the platform as a key driver of both digital and in-store growth.
DISCOVERY & STRATEGY
From friction to focused design interventions
A focused UX evaluation uncovered key friction points across product discovery, navigation, and appointment booking.
Rather than approaching these as isolated issues, we reframed them as part of a broader system problem. Each challenge was addressed through targeted design interventions aimed at improving usability, aligning with the brand’s luxury positioning, and supporting conversion across both digital and in-store touchpoints.
PROJECT OBJECTIVE
Defining Success Metrics
Success was defined by the platform's ability to drive online conversion while supporting in-store engagement. Key metrics focused on improving product discovery, streamlining appointment booking, and increasing purchase completion across the digital experience.
PRIMARY RESEARCH
Turning research into actionable design
Early research focused on understanding how users navigated the platform and where friction emerged across key flows. Rather than documenting surface-level observations, we synthesized insights into clear opportunities that informed the redesign of navigation, product discovery, and booking experiences.
EXISTING PLATFORM
Design audit to existing website
Our initial step involved conducting in-depth research into the brand, which included interviews with key stakeholders, competitive analysis, testing the current website, and visiting their Florida retail locations. This comprehensive approach aimed to gain a genuine understanding of the brand, its products, and its business objectives.
We identified several challenges within the website's Ul that were affecting user engagement and satisfaction. Issues such as outdated design, unclear navigation, and inconsistent visual elements led to a suboptimal experience. Additionally, we found gaps in the overall user experience, with some sections underdeveloped or missing key features.
PLANNING & STRUCTURE
Translating insights into product systems
To transform research insights into a scalable product, I structured the experience into core systems rather than individual pages. This approach ensured consistency across the platform, reduced fragmentation, and allowed key user journeys to be optimized holistically rather than in isolation.
PROBLEM STATEMENT
How can Edward Beiner transform its digital platform into a revenue-driving channel that increases online sales while integrating appointment booking to drive in-store eye exams?
REBUILDING
Re-architecting navigation and system structure
Users primarily navigated through the homepage, scrolling extensively to find products or key actions such as booking an eye exam. This revealed a lack of clear information architecture, resulting in ineffective navigation across product categories and services. I re-archjtected the navigation from homepage-driven exploration into a scalable system that supports both commerce and service flows.
INITIAL IDEATION
Validating structure through wireframing
We developed low-fidelity wireframes to quickly validate the restructured navigation and key product flows. By focusing on layout and interaction patterns early, we identified friction points in product discovery, filtering, and appointment booking before moving into high-fidelity design.
ENHANCING DESIGN THROUGH ITERATION
Exploring navigation models to unify commerce and services
We explored multiple navigation models to reduce fragmentation and improve how users discover products and services. Each direction tested a different structural approach to organizing commerce and service content.
The goal was to identify a system that supports seamless movement between browsing, decision-making, and service engagement within a single experience.
REFINING THE EXPERIENCE
Transforming the homepage experience
The initial homepage presented usability challenges that impacted navigation and product discovery. We redesigned key components to improve clarity, structure, and overall usability, transforming the experience into a more intuitive and cohesive system.
FINAL EXPERIENCE
Delivering a Seamless End-to-End Shopping Experience
Users can explore products, compare variations, and complete purchases within a unified flow. The redesigned experience reduces friction across key interactions, creating a clear path from discovery to checkout. Consistent navigation and interaction patterns support faster decision-making and a more intuitive overall experience.
IMPACT
Driving measurable growth across key business metrics
The redesign delivered measurable gains across discovery, engagement, and conversion. By improving hierarchy and reducing friction throughout the journey, users were able to navigate more efficiently and complete purchases with greater ease.
These results validated the new system and created a strong foundation for continued growth.
CONCLUSION
Designing for scalability and long-term growth
This project reinforced the importance of designing beyond immediate usability and toward long-term scalability. By continuously validating decisions, adapting to constraints, and leveraging data, I was able to create a system that supports both current needs and future growth. The result is a more flexible, maintainable, and resilient product experience.
