OZON — Optimizing the Purchase Path and Increasing User Engagement
Result
The proposed solutions reduce the number of actions before purchase, make the payment process more intuitive, and increase the appeal of using the Ozon Card. The concept demonstrates higher usability and a potential boost in checkout conversion.
Skills acquired
User Flow Optimization
Design System Integration
Cognitive Load Reduction
Conversion-Driven UX
E-commerce Patterns
Usability & Heuristics
Payment UX
UI-kit Compliance
Key decisions
Cleaner visual hierarchy
Reduced cognitive load
Optimized payment flow
More transparent mechanics for using the card
Consistent style within the OZON design system
What was done
Analyzed the existing user flow and identified friction points
Reduced the number of steps before payment by redesigning key screens
Improved the UX of presenting the Ozon Card: clear value + seamless integration
Created new interface variations aligned with the Ozon UI kit and design patterns
Built a concept focused on increasing conversion and usability
View Case Study
View Case Study
Goal
Shorten the path to purchase and make the use of the Ozon Card a natural, logical part of the checkout process — without adding complexity and while staying within the company’s strict design system.
Problem
Users encountered unnecessary steps before reaching payment, and the Ozon Card functionality was poorly integrated into the purchase flow. This reduced conversion and overall convenience.
Ozon is the largest e-commerce service in Russia. My task was to improve the key UX scenarios: the purchase flow and the integration of the Ozon Card into the checkout process.
