Kim'C Market — Woohee Byun, Product Designer

ABOUT

Kim C Market

PROBLEM

Kim’C Market faces several critical performance challenges: a high bounce rate of 58.04%, a low conversion rate of just 1.76%, and unclear insights into retention behaviors.

OUTCOME

Final deliverables to the client include the 10 most prioritized findings and recommendations. A 40% implementation rate by the client, featuring expanded user reviews, hidden fee visibility, and promotion banner overlay.

TEAM

Samantha Guzman, UX Designer
Nouman Wajid, UX Designer
Joee Cortes, UX Designer
Roshan Pereira, UX Designer
Elizabeth Ward, Graphic Designer

TIMELINE

02.2025-04.2025

SCOPE

Research, UX

FINAL DESIGN

Better product discovery

Improved filters, intuitive categories, and lifestyle visuals make it easier (and more enjoyable!) for customers to find what they’re looking for—without the hassle.

Clear value justification

From premium sourcing to its ingredients, product pages now highlight why each item is worth the price—making quality feel transparent, not mysterious.

No more hidden fees

No more guessing games at checkout—shipping fees and delivery info are now easy to spot upfront, helping customers shop with confidence and clarity.

Here’s how the work came together!

BUSINESS CHALLENGE

Conversion Metrics That Sparked the Redesign

Despite strong product quality and a loyal customer base, Kim’C Market faced friction in key parts of the user journey. High bounce rates, cart abandonment, and low mobile conversions pointed to usability gaps that directly impacted growth.

🛍️

Low conversion rate

1.76%

🛒

Cart abandonment rate

81.6%

🚧

Bounce rate

58.04%

DIARY STUDY

Learning from daily behaviors

To understand the first-time and returning user experience, we conducted a diary study across mobile and desktop. Participants were asked to document where they encountered friction, hesitated, or dropped off.

EYE TRACKING HEATMAP

Validating friction through gaze and clicks

We ran usability testing using Tobii eye-tracking and Microsoft Clarity with 8 end users. Session recordings and heatmaps revealed hesitation in navigation, pricing sections, and product pages.

Follow-up interviews added qualitative depth and helped explain visual and behavioral drop-off points.

PROBLEM IDENTIFICATION

Patterns that emerged from cross-channel research

We identified consistent UX challenges, which helped us reframe vague performance issues into concrete, designable problems.

📦

Product discovery

• Promotional banner distracts on mobile.
• Out-of-stock items lack clear visual indicators.
• Visual content feels disconnected from product context.

🛒

Cart abandonment

• High pricing lacks a clear value justification.
• Users struggle to compare products effectively

💸

Checkout abandonment

• Package protection fee appears unexpectedly.
• Key shipping details are missing at checkout.

UX DIRECTION

Design goals and strategic focus

We identified key UX goals that aligned with both user needs and business challenges. These goals served as the foundation for our redesign direction, supported by usability heuristics and UX laws.

01

Clarity over complexity

Simplify pricing logic and minimize visual distractions for faster decision-making

02

Predictability builds trust

Communicate shipping timelines and avoid surprise fees to increase confidence

03

Context-first navigation

Strengthen filtering options and product hierarchy to support user goals

04

Web-centered performance

Optimize layout behavior and scroll interactions for browser-based users

SOLUTION

Making everyday orders feel effortless

We proposed targeted design solutions that addressed the most critical usability challenges. From product discovery to pricing clarity, each change aimed to reduce friction, improve trust, and enhance the overall shopping experience.

Product images are lacking in relevancy and detailed information about their premium quality.

Contextual visuals guide users with clear details on product size, texture, and cooked appearance.

Out-of-stock items blend in with available products, disrupting product discoverability.

Out-of-stock items are visually differentiated and clearly separated from available products.

Lack of visibility and clarification of the Package Protection Fee.

Clearly indicate the hidden fee with the same level of hierarchy as the subtotal.

Lack of visual differentiation between products.

Overlaid images on thumbnails to improve comparison at a glance.

Insufficient filters lead to confusion and frustration.

Add subcategories on the product page to enhance discoverability.

Sticky side banner overlaps with navigation menu.

Sticky banner placed at the top to reduce content overlap and maintain visibility.

IMPLEMENTATION

What’s live now

Several of our design suggestions have already been implemented by Kim’C Market, including a promotion banner and a filtering system. These early adoptions signal strong alignment between user needs and business priorities.

OUTCOME & IMPACT

Where It Landed

I had an amazing opportunity to present the case study at a workshop hosted by NYC User Experience & Digital Product Designers. We hosted a demo session alongside the presentation, allowing participants to try the eye-tracking heatmap and Microsoft Clarity.

REFLECTIONS

What did I learn from this project?

Tackling real-world problems is challenging yet rewarding.

Designing for a live business with real performance issues pushed me beyond assumptions. Working with actual user data and stakeholder goals sharpened my ability to prioritize and problem-solve with purpose.

Navigating difficult conversations is part of the job.

This project taught me that UX designers often deliver tough feedback. Presenting usability issues to the client wasn’t easy, but necessary. It reminded me that advocating for users sometimes means being honest about what’s not working, and doing so with clarity and care.