E-commerce · Multi-market
Mixed-methods research to support a smooth global rollout.
Context
The company was rolling out a new global e-commerce platform designed to elevate brand storytelling. My role was to ensure that, beyond looking good, the website delivered a smooth and intuitive user experience.
Objective
Validate key shopping journeys and identify usability issues early on to inform design decisions and support a successful migration.
Approach
•Conducted moderated usability tests comparing the legacy and new platform across mobile and desktop, with both new and returning users
•Designed and analyzed unmoderated tests for critical user journeys
•Benchmarked against key competitors to identify best practices and gaps
•Delivered concise, data-backed conclusions to support stakeholder decision-making
Outcomes
The research informed design adjustments before the broader rollout. By providing concrete, market-specific insights, the project helped the team prioritize feature improvements and reduce friction in key user flows — ultimately supporting better engagement and higher conversion rates.
My Role
Led research initiatives including usability testing, survey analysis, and benchmarking. Planned and executed studies across Canada, Italy, USA and other markets, collaborating closely with product managers, designers, and developers.
"Thank you Vicky for your efforts in delivering valuable UX research with clear action for our product team to act on. You have taken significant steps in developing our function and product development practices by showing that UX research is not a nice to have, it's a must."
— Global Product Director
Methods