Simplifying e-commerce journeys across multiple user profiles
This project involved designing an e-commerce platform serving multiple user profiles, each with different permissions and product access rules.
The challenge was to simplify user journeys, clarify product restrictions, and create a coherent experience despite a wide variety of usage scenarios.
Key Results
- Made complex product access rules easier to understand.
- Created journeys adapted to different user profiles while maintaining consistency.
- Improved product discoverability through guided navigation.
- Balanced business requirements with user needs across the platform.
Challenges
Multiple user profiles with different permissions
Product visibility depending on business rules
Complex relationships between accounts and users
Need to guide users toward relevant products despite access restrictions
My Role
As the UX/UI Designer, I worked closely with the Product Owner to understand business constraints, map user journeys, clarify product access rules, and design a coherent experience across multiple user profiles.
Responsibilities
- UX/UI Design
- Product discovery experience
- Product access clarification
- User journeys and workflows
Context
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
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
Findings
Insights
- why a product is unavailable
- how to unlock it
- what action to take next
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.
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.
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.
Constraints & Trade-offs
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
Conclusion
This project helped transform complex product rules into clearer user journeys.
By focusing on visibility, guidance and progressive disclosure, the experience became easier to understand while still supporting the platform's business requirements.
Key outcomes included:
- clearer access rules;
- more structured user journeys;
- improved product discovery;
- better alignment between business logic and user expectations.
Lessons Learned
This project reminded me that complexity is not always visible.
While the interface appeared straightforward, much of the challenge came from understanding business rules, user permissions, and product relationships behind the scenes.
Designing the right experience required making these rules understandable without overwhelming users.