Woohee Byun
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Kim’C Market


Website UX improvements to reduce drop-off and guide users to checkout by identifying friction points in the shopping journey and implementing data-driven improvements to increase conversion rates and decrease bounce rates.






TEAM
Samantha Guzman, Elizabeth Ward, Nouman Wajid, Joee Cortes, Roshan Pereira
ROLE
UX Research, UX Design, Team Lead
DURATION

8 weeksRECOGNITION

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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 10 most prioritized findings and recommendations based on UX principles and Google Material Design.



FINAL DESIGN

Better product discovery
Improved filters, intuitive categories, and lifestyle visuals make it easier (and more enjoyable!) for users 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 information
No more guessing games at checkout—shipping fees and delivery info are now easy to spot upfront, helping users shop with confidence and clarity.







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.



DIARY STUDY

Learning from daily behaviors

To understand the first-time and returning user experience, we conducted a two-day diary study across mobile and desktop. Participants were asked to document where they encountered friction, hesitated, or dropped off—revealing valuable context around expectations, motivation, and trust.






EYE TRACKING HEATMAP

Validating friction through gaze and clicks

 To complement self-reported behaviors, 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

Through combined insights from diary studies, behavioral data, and interviews, we identified consistent UX challenges: visual clutter in product discovery, lack of clarity in pricing, and surprise costs at checkout. These patterns helped us reframe vague performance issues into concrete, designable problems.









UX DIRECTION

Design goals and strategic focus

 Based on the research findings, 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. Our focus was clear: reduce friction, improve clarity, and rebuild user trust through thoughtful interaction design.










SOLUTION


Making everyday orders feel effortless

Based on user research and business goals, 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 lacking relevancy and detailed information about its 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 visually differentiated and clearly separated from available products.



❌ Lack of visibility and clarification of Package Protection Fee. ✅ Clearly indicate the hidden fee with same level of hierarchy as 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 promotion banner and filtering system. These early adoptions signal strong alignment between user needs and business priorities.







OUTCOME & IMPACT

Where It Landed

I had an amazing opportunity presenting 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 eye-tracking heatmap and Microsoft Clarity.







REFLECTIONS

What did I learn from this project?

Tackling real world problem 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 taht 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.

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    ©Woohee 2025