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Mumz World

40% improvement in ease of use and 25% growth in checkout completion

E-Commerce

Accelerating Growth in User Engagement & Conversions through Personalization

Boosting Retention, Loyalty, and Checkout Completion with Tailored Shopping Experiences

[Project Overview]

Mumzworld, a leading e-commerce platform for mothers and children, cut cart abandonment by 40% and increased engagement by 30% by redesigning the user journey with a personalization-first approach, including streamlined checkout, tailored notifications, preference-driven pages, and smarter recommendations.

[Problem Statement]

Mumzworld customers were overwhelmed by irrelevant content and poor checkout design, resulting in a 40% cart abandonment rate, frustration with confusing error handling and redundant fields, and limited personalization across browsing, search, and recommendations.


[Industry]

E-Commerce

[My Role]

Senior Product Designer

[Platforms]

Desktop & Mobile (iOS & Android)

[Timeline]

2 Weeks

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[Persona]

woman staring directly at camera near pink wall
Sally Mahmoud

Operation Manager

I just want the checkout to be quick and painless—no surprises or unnecessary steps. If the platform knows my preferences and remembers my details, it should guide me smoothly and make every purchase feel effortless.

Age: 35

Location: Dubai

Tech Proficiency: Moderate

Gender: Female

[Goal]

Discover relevant products effortlessly through personalized recommendations and a tailored homepage.

Stay engaged with timely, helpful notifications (cart reminders, offers) that feel supportive, not intrusive.

Complete purchases quickly and securely with saved preferences, autofill, and a streamlined checkout.

[Frustrations]

Overwhelming product lists without personalization → harder to discover what’s needed.

Irrelevant promotions that waste attention and push notifications not aligned with user preferences or needs.

Lack of saved preferences → re-entering details or browsing irrelevant categories.

[Process]

[01] User Research

Conducted with 12 busy parents (working mothers and fathers) who shop online regularly.

Tracked browsing patterns, cart abandonment, and push notification engagement, while gathering feedback from 100+ customers through surveys.

Compared Mumzworld with competitors to identify gaps in personalization and mobile optimization.

[01] User Research

Conducted with 12 busy parents (working mothers and fathers) who shop online regularly.

Tracked browsing patterns, cart abandonment, and push notification engagement, while gathering feedback from 100+ customers through surveys.

Compared Mumzworld with competitors to identify gaps in personalization and mobile optimization.

[01] User Research

Conducted with 12 busy parents (working mothers and fathers) who shop online regularly.

Tracked browsing patterns, cart abandonment, and push notification engagement, while gathering feedback from 100+ customers through surveys.

Compared Mumzworld with competitors to identify gaps in personalization and mobile optimization.

[02] Insights

Irrelevant promotions and generic offers caused disengagement, highlighting a clear personalization gap.

Users viewed push notifications as spammy when they weren’t aligned with individual preferences.

Parents responded positively to tailored recommendations based on child’s age, browsing history, and wishlist.

[02] Insights

Irrelevant promotions and generic offers caused disengagement, highlighting a clear personalization gap.

Users viewed push notifications as spammy when they weren’t aligned with individual preferences.

Parents responded positively to tailored recommendations based on child’s age, browsing history, and wishlist.

[02] Insights

Irrelevant promotions and generic offers caused disengagement, highlighting a clear personalization gap.

Users viewed push notifications as spammy when they weren’t aligned with individual preferences.

Parents responded positively to tailored recommendations based on child’s age, browsing history, and wishlist.

[03 Design Solution]

Introduced a “For You” section with personalized categories, trending products, and offers based on user behavior and preferences.

Introduced a “For You” section with personalized categories, trending products, and offers based on user behavior and preferences.

Implemented Recently Viewed, Complete the Look, and Age-Based Suggestions to deliver relevant, trust-building recommendations.

[03 Design Solution]

Introduced a “For You” section with personalized categories, trending products, and offers based on user behavior and preferences.

Introduced a “For You” section with personalized categories, trending products, and offers based on user behavior and preferences.

Implemented Recently Viewed, Complete the Look, and Age-Based Suggestions to deliver relevant, trust-building recommendations.

[03 Design Solution]

Introduced a “For You” section with personalized categories, trending products, and offers based on user behavior and preferences.

Introduced a “For You” section with personalized categories, trending products, and offers based on user behavior and preferences.

Implemented Recently Viewed, Complete the Look, and Age-Based Suggestions to deliver relevant, trust-building recommendations.

[04] Testing & Iteration

Conducted usability testing with 15 parents to validate the personalized homepage, notifications, and checkout flow.

A/B tested the redesigned 3-step checkout, which improved completion by 25% and ease of use by 40%.

Refined features based on feedback, adjusting notification frequency, homepage layout, and recommendation accuracy.

[04] Testing & Iteration

Conducted usability testing with 15 parents to validate the personalized homepage, notifications, and checkout flow.

A/B tested the redesigned 3-step checkout, which improved completion by 25% and ease of use by 40%.

Refined features based on feedback, adjusting notification frequency, homepage layout, and recommendation accuracy.

[04] Testing & Iteration

Conducted usability testing with 15 parents to validate the personalized homepage, notifications, and checkout flow.

A/B tested the redesigned 3-step checkout, which improved completion by 25% and ease of use by 40%.

Refined features based on feedback, adjusting notification frequency, homepage layout, and recommendation accuracy.

[Outcome]

Higher engagement with personalized features, including a 35% uplift in click-through rate (CTR) on recommendations and notifications aligned with user preferences.
25% increase in checkout completion & 40% improvement in perceived ease of use, measured through post-launch surveys with users
+15% Average Order Value (AOV) from cross-sell & upsell features & 20% increase in customer retention over 3 months.

[Key Learnings]

Simplification is key

Users value a quick and easy process, especially on mobile.

Simplification is key

Users value a quick and easy process, especially on mobile.

Simplification is key

Users value a quick and easy process, especially on mobile.

Iterative testing pays off

Regular testing uncovered hidden issues and ensured the design met user needs.

Iterative testing pays off

Regular testing uncovered hidden issues and ensured the design met user needs.

Iterative testing pays off

Regular testing uncovered hidden issues and ensured the design met user needs.

Details matter

Small improvements, like error validation and mobile optimization, had a significant impact.

Details matter

Small improvements, like error validation and mobile optimization, had a significant impact.

Details matter

Small improvements, like error validation and mobile optimization, had a significant impact.

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