Simplifying e-commerce journeys across multiple user profiles

Design of e-commerce for members of a sports organization, taking into account different user profiles and specific product access rules.
‍
The goal was to simplify the user journey and make the product rules easier to understand, despite multiple usage scenarios.

ROLE
UX/UI Designer
year
2025
Collaboration
Product Owner, Project Manager

Key Results

  • Simplified user flows
  • Clarified product access rules
  • Management of multiple profiles and accounts
  • Guided product discovery

Context

An e-commerce experience with specific access rules

The platform was designed to enable:

  • the purchase of equipment and products related to the sport
  • access to certain products based on progress or skill level

Exploration

Gradually learning about the product's user journeys and constraints

The project began with an initial understanding of the product, user needs, and key features.
Throughout the wireflow proposals and discussions with the Product Owner, several issues were clarified and refined.

Exploration

  • Understanding key business rules
  • Identification of special cases
  • Analysis of different user profiles
  • Progressive clarification of user journeys

Key Takeaways

Multiple user profiles with different needs
Product access depends on several conditions
Certain business rules are difficult to make visible to users
Need for a consistent user experience across multiple usage scenarios

Insights

Understanding what users really need to know
1. Families have different motivations for their trips.
Not all users have access to the same products
The catalog could not be the same for all users.
A single account could be linked to multiple users
Product rules had to account for a more complex family structure.
Users don’t need to understand the entire business logic
Above all, they need to understand:
- why a product is unavailable
- how to unlock it
- what action to take next
A restriction alone isn’t enough
Users need guidance to avoid confusion and frustration.
The catalog wasn’t just for searching for products
It also had to guide product discovery and address business needs such as recommendations, promotions, or cross-selling.
Relationships between products could reduce the search effort
Displaying similar products or kits helped users discover relevant products more easily.
Login
Search Results
Booking a Session

Design

Make product rules clear

Problem
Some access rules could be difficult for users to understand, particularly when products were locked or subject to specific conditions.

‍
UX Decision‍

  • Add explanations for locked products
  • Clarify the different user statuses
  • Reveal necessary information gradually
    ‍

Expected Result
Make restrictions easier to understand and guide users toward the desired action.

Customer journey mapping

Personalizing the user experience based on user profiles

Problem
User needs and journeys varied depending on user profiles, family accounts, and professional use cases.

‍
UX Decision‍

  • Management of family accounts for multiple users
  • Accommodation of specific professional workflows
  • Synchronization with the user’s personal space
    ‍

Expected Result
Deliver an experience tailored to different use cases while maintaining a consistent structure.

Customer journey mapping

Making it easier to discover products and meet product objectives

Problem
User needs and journeys varied depending on user profiles, family accounts, and professional use cases.

A feature to highlight products was integrated into the catalog and product pages:

The catalog needed to do more than just allow users to search for products; it also needed to guide users in their product discovery and help meet product objectives.

‍
UX Decision

  • featured products in the catalog
  • customizable recommended banner
  • similar products
  • products included in kits
    ‍

Expected Result
Make it easier to discover products and create more visible connections between products.

Customer journey mapping

Constraints & Trade-offs

Designing a simple user experience despite complex product rules

Users didn’t need to understand the entire product logic.

‍
The experience was designed to display only the information that matters:

  • why a product is unavailable
  • how to access it
  • what to do next

‍

Objective:

  • simplify user flows
  • make the rules easier to understand

Results

Design of user journeys customized to different user profiles
Clarification of product access rules
Easy product discovery through product relationships
Alignment between business needs and user experience
  • Design of user journeys tailored to different user profiles
  • Clarification of product access rules
  • Easier product discovery through product relationships
  • Alignment between business needs and user experience