Shoofra
Internship - Team work - 3 weeks - 2025
During an internship project at Jellyfish,
a digital services company, we worked
on improving the conversion rates on the Shoofra e-commerce site.
The project had two main objectives : Increasing the conversion rate of purchases on the site, and increasing the conversion rate of joining the customer loyalty club on the site. As part of the group work, we conducted brand research, customer behavior analysis, and designed solutions that streamlined long and complicated processes we identified on the site.
Among the changes we implemented were a new flow, simplified registration processes, and design upgrades aimed at making it easier for users and increasing their engagement with the site.
who is Shoofra ?
Shoofra is a retail chain and e-commerce site that has been operating for over two decades, specializing in importing unique shoe brands.
With 19 stores across the country, Shoofra presents rotating collections of shoes and provides its customers with a unique and curated shopping experience.
Our mission
01
increasing the conversion rate of joining the customer loyalty club on the site.
02
Increasing the conversion rate of purchases on the site.
research & analysis
Our research at Shofera was based on analyzing site data.
We discovered that the number of sessions on mobile is significantly higher than on desktop, with 87% on mobile compared to just 13% on desktop.
This means that mobile traffic is nearly seven times higher than desktop traffic. Despite the much higher traffic on mobile, the conversion rate is very low, standing at only 1.3%, while desktop accounts for 2.76% of conversions—more than double, despite the lower traffic. This leads us to understand that there is an issue with the mobile user journey.
Traffic vs. Conversion by Device
As part of the research, we conducted an in-depth analysis of leading e-commerce sites to understand the strategies they use to improve user experience and drive customers
to complete purchases.
The research included reviewing user interfaces, promotions, product presentation, checkout processes, and the use of elements such as reviews, pop-ups, and loyalty programs.
Additionally, we relied on research and insights from leading sources, such as analytical reports from Shopify, BigCommerce, and Amazon, which provide data on user behavior and the impact of UX changes on actual purchases.
shoofra screens before
insights
01
The site is not intuitive
Users find it difficult to navigate the Shofera website. The overall structure lacks clear hierarchy and user-friendly flow, which makes orientation and task completion more challenging.
02
Screens are overloaded and visually dense
The design feels cluttered, making it hard for users to scan and process information efficiently. This creates cognitive overload and negatively impacts the browsing experience.
03
The sign-up and checkout processes are long and exhausting
Both the loyalty club registration and the checkout flow are unnecessarily lengthy and complex, which can lead to user frustration and drop-offs before completion.
our solution
In the redesigned experience, we focused on creating a cleaner and more focused user flow. We reduced visual clutter to enable quicker screen scanning, helping users navigate more easily and select products with confidence.
Rebuilding the Foundation: Navigation & Category Pages
Before diving into optimizing specific flows like the loyalty club signup and the checkout process, we identified a more fundamental need: to address the overall structure and visual hierarchy
of the site, focusing on the navigation menu and category pages.
The previous design lacked clarity and coherence, making it difficult for users to orient themselves and begin their shopping journey. The category pages felt cluttered, and the main menu failed to clearly represent the brand's offerings and unique selling points.
We decided to take a step back and redesign the visual language and page structure to create a cleaner, more intuitive experience from the first interaction.
We introduced a streamlined navigation bar, simplified the content layout, and established clear entry points to both shopping and loyalty features. This foundational work ensured that all subsequent optimizations were supported by a solid and user-friendly framework.
creating Trust Around High-Value Purchases
One of the biggest challenges in e-commerce is the inability for customers to physically try or feel a product before making a purchase. Through interviews and user feedback, we identified that returns are a sensitive issue for many shoppers, as they directly impact their sense of security when buying online.
To address this, we added a rotating banner that highlights key brand benefits such as free shipping and easy returns. By clearly communicating how simple and accessible returns are, we aimed to reduce the psychological barrier around high-spend purchases and instill more confidence in the buying journey.
These UX improvements are designed to reduce cart abandonment and increase conversions. According to the Baymard Institute, optimizing checkout UX can recover up to 35.26% of lost sales—highlighting the strong potential impact of the changes we implemented.
To drive conversions, we incorporated FOMO (fear of missing out) tags
to create a sense of urgency and encourage action. For example, urgency labels have been shown in McKinsey research to increase purchases by 9–15%.
We added a loyalty club price alongside
the regular price as a teaser to create a sense of urgency and incentivize users to join
the club. By visually highlighting the exclusive benefit, we aimed to communicate the value of membership at a glance and drive higher conversion rates for sign-ups.
We introduced an “Add to Cart” button directly on the category page to reduce friction and accelerate the purchasing process.
Guerrilla Testing
To validate the effectiveness of our UX decisions, we conducted guerrilla testing on key interface changes.
One of our core assumptions was that a Quick Add to Cart button directly on the category page would streamline the purchase process and reduce user friction.
95% of users utilized the new quick purchase button to add items to their cart—skipping the need to enter product detail pages and significantly shortening the buying flow.
This behavior indicates that users appreciated the reduced effort and were more inclined to proceed with a purchase when the path
was intuitive and efficient. These insights reaffirmed the value of micro-interactions in enhancing user experience and driving higher conversion rates.
01
loyalty club
In the previous design, finding the loyalty club registration was nearly impossible.
The option didn’t appear in the main menu, and only after scrolling to the bottom of the page could users find a banner with a confusing button that didn’t clearly indicate where it would lead.
Even once users found the option to join, the flow felt more
like paying a utility bill than joining a loyalty program
for an e-commerce site. The screens were cluttered and visually heavy, which led many users to abandon the process altogether.
We made the loyalty club sign-up process more inviting
and accessible.
In the previous design, users had to scroll all the way
to the bottom of the page to find the registration form.
We replaced this with a friendly pop-up that appears after
a few seconds on-site, leading to a short and simple sign-up flow. This approach encourages users to join without feeling overwhelmed or burdened by the process.
02
purchase process
Our data analysis revealed that
61%
of mobile users were abandoning the site during the checkout process. The original flow was overloaded and unintuitive—users couldn’t easily navigate between steps, and the unclear endpoint made the process feel long and exhausting.
We removed the “Save for later”
button to reduce friction
and encourage purchase completion.
replaced the primary call-to-action button with a green tone from Shoofra’s design system to evoke
a more positive, action-oriented response.
Cleaner and more focused user flow.
We reduced visual clutter to enable quicker screen scanning
We introduced a drawer-style interface for the new checkout flow, allowing users to see both the beginning and end of the process. This design improves the sense of control and progress, reducing the likelihood of drop-off.
Additionally, we added a short, embedded loyalty club sign-up option during checkout for non-members, making it seamless to join without disrupting the purchase.
