planetsuperheroes

product design

planet superheroes — e-commerce platform

Redesigned the B2C e-commerce site, resulting in a 58% increase in conversion rate and 52.58% revenue boost.

overview

Planet Superheroes is a B2C e-commerce platform that sells licensed pop culture merchandise.

As the sole product designer, my role was to research, audit, and provide design and strategy to improve overall e-commerce conversion.

Planet Superheroes is a B2C e-commerce platform that sells licensed pop culture merchandise.

As the sole product designer, my role was to research, audit, and provide design and strategy to improve overall e-commerce conversion.

the problem

79% of PSH's visitors, primarily mobile users, have experienced navigation and content discovery issues on the old PSH B2C ecommerce website, leading to a high bounce rate of 40.4% from mobile devices and an extremely low overall e-commerce conversion rate of 0.78%

my role

I was the sole product designer for this B2C e-commerce platform, collaborating with engineering, content design, marketing, procurement, and customer service.

I led the complete design process — from user research and strategy through prototyping and testing, delivering solutions that increased conversions by 58% and revenue by 52%.

I was the sole product designer for this B2C e-commerce platform, collaborating with engineering, content design, marketing, procurement, and customer service.

I led the complete design process — from user research and strategy through prototyping and testing, delivering solutions that increased conversions by 58% and revenue by 52%.

the challenge

How might we create a seamless and engaging online shopping experience for Indian superfans, improving website’s navigation, and e-commerce conversion

business metrics

Improve e-commerce conversion rate
Increase website and mobile traffic
Enhance overall user engagement metrics

Improve e-commerce conversion rate
Increase website and mobile traffic
Enhance overall user engagement metrics

the approach

I led a collaborative, iterative design process focused on early validation and continuous improvement:

Research & Discovery
Conducted competitive analysis and stakeholder interviews to understand user pain points, business goals, and technical constraints

Research & Discovery
Conducted competitive analysis and stakeholder interviews to understand user pain points, business goals, and technical constraints

Ideation & Alignment
Created low-fidelity wireframes to explore solutions and secure cross-functional buy-in before committing to high-fidelity work.

Ideation & Alignment
Created low-fidelity wireframes to explore solutions and secure cross-functional buy-in before committing to high-fidelity work.

Prototyping & Validation
Built interactive prototypes to test user flows, gathering feedback through the customer service team to inform design decisions.

Prototyping & Validation
Built interactive prototypes to test user flows, gathering feedback through the customer service team to inform design decisions.

Design & Delivery
Produced high-fidelity designs with comprehensive documentation and established a structured handoff process for developers.

Design & Delivery
Produced high-fidelity designs with comprehensive documentation and established a structured handoff process for developers.

Systems & Scale
Defined design guidelines to maintain consistency and adopted a lean approach—shipping quickly, validating with real data, and iterating based on learnings.

Systems & Scale
Defined design guidelines to maintain consistency and adopted a lean approach—shipping quickly, validating with real data, and iterating based on learnings.

the solutions

ease of navigation

ease of navigation

I designed intuitive navigation patterns tailored to each platform:

Desktop:

Prominent search bar for direct product lookup
Category mega menus for browsing by type

Desktop:

Prominent search bar for direct product lookup
Category mega menus for browsing by type

Mobile:

Persistent bottom navigation bar for one-tap access
Quick category links on landing page for fast discovery

Mobile:

Persistent bottom navigation bar for one-tap access
Quick category links on landing page for fast discovery

progressive web app (pwa) support

progressive web app (pwa) support

We implemented PWA support to enhance the mobile experience, allowing users to:

Create home screen shortcuts for instant access
Browse product catalogs offline during connectivity loss
Experience faster load times and smoother interactions

We implemented PWA support to enhance the mobile experience, allowing users to:

Create home screen shortcuts for instant access
Browse product catalogs offline during connectivity loss
Experience faster load times and smoother interactions

otp (one time password) enabled authentication

otp (one time password) enabled authentication

Replaced traditional username/password login with one-time password (OTP) authentication via mobile number at checkout — reducing cart abandonment from forgotten credentials and streamlining the purchase flow.

new visual language

new visual language

I established a minimalist light theme with high-contrast CTAs to create a modern, approachable aesthetic.

Aspirational product imagery reinforced emotional connection and brand identity.

continuous improvement

This multi-source approach enabled data-driven refinements that progressively improved conversion rates.

Qualitative feedback: Website forms and customer service insights

Behavioral analysis: Hotjar heatmaps and user session recordings
Quantitative metrics: Google Analytics performance data

Qualitative feedback: Website forms and customer service insights

Behavioral analysis: Hotjar heatmaps and user session recordings
Quantitative metrics: Google Analytics performance data

Following the redesign launch, I led iterative improvements informed by:

homepage iterations: addressing banner blindness

homepage iterations: addressing banner blindness

Problem: Hotjar session recordings revealed users were viewing but not clicking homepage carousel banners, a classic banner blindness pattern that led to poor engagement with key promotions.

Solution: In the next iteration, I removed the carousel entirely and redesigned the hero area with:

Static, high-impact promotional content
Direct product visibility above the fold
Clear, actionable CTAs

Solution: In the next iteration, I removed the carousel entirely and redesigned the hero area with:

Static, high-impact promotional content
Direct product visibility above the fold
Clear, actionable CTAs

b. checkout page optimization

Problem: Analytics revealed high drop-offs at the checkout landing page. User research indicated the multi-step process with account creation requirements was creating friction.

Insight: I discovered user information was already being captured for guest checkouts (for returns/refunds), making account creation redundant.

Solution: Simplified checkout to mobile number authentication only - eliminating unnecessary steps while maintaining user data collection.