Keep Movin Apparel

Led UX research and product design for Keep Movin Apparel, a DTC eCommerce experience designed to reduce purchase friction and increase buyer confidence.

Goal
Understand how users navigate mobile commerce experiences and identify where friction disrupts purchase decisions.

Method
Conducted qualitative usability testing with 10 users, alongside behavioral analysis of the purchase funnel (browse, size selection, checkout) to identify friction points.

Key Insight
7 out of 10 users hesitated or dropped off during purchase due to unclear sizing, complex navigation, and friction in the checkout flow.

Design Decision
Prioritized a clarity-first experience by simplifying navigation, improving size visibility, and streamlining the checkout flow to support faster, more confident decision-making.

Impact
Increased checkout completion by 25%, reduced navigation friction by 30%, and improved engagement by 20% by enabling clearer, faster purchase decisions.