Bizz | B2C Mobile eCommerce UX | Reducing Cognitive Load in Product Browsing

Streamlining mobile product cards to reduce friction and help B2C shoppers browse and compare items more easily within Shopify’s theme limitations.

En Crème’s mobile storefront was visually engaging but made product discovery harder than it needed to be. Overloaded product cards and aggressive CTAs added friction to what should have been a smooth, exploration-first experience. I led a UX redesign to reduce visual clutter, streamline the browsing flow, and align the interface with user intent—helping B2C shoppers explore more intuitively and convert with confidence, all within Shopify’s theme constraints.

My Role

Product Designer (Mobile UX)

Collaborators

Shopify Developers, Ecommerce Marketing Manager, Content/Brand Team

CONTEXT

Duration

3 Weeks

Tools

Figma, Shopify, Notion, ChatGPT, Perplexity, Maze, Hot Jar

Bizz, Inc. is the parent company behind En Crème, a women’s fashion brand known for its elegant, timeless styles. As mobile traffic continued to grow, the brand realized that its product listing experience, built on a default Shopify theme, was creating friction for everyday shoppers trying to browse and compare items with ease. Overloaded cards, aggressive CTAs, and visual clutter were getting in the way of smooth exploration. The project was initiated to reimagine the mobile experience with a focus on clarity, reduced cognitive load, and a more intuitive shopping flow tailored to B2C behavior.

PROBLEM STATEMENT

How might we reduce cognitive load on mobile shoppers so they can browse and evaluate products more effortlessly?

PROJECT OBJECTIVES

Simplify mobile product cards to reduce visual clutter and cognitive load.

➔

Improve product discoverability and browsing efficiency for B2C shoppers.

➔

Enhance the overall shopping flow within the limitations of Shopify’s theme system.

RESEARCH

Usability Testing

To validate pain points in the original mobile shopping experience, we observed how users browsed product listings and responded to UI elements like CTAs and information density.

Participants

  • 6 US-based participants (6 female, aged 27-50)

  • All regularly shop online using mobile devices

Test Type

Remote, unmoderated usability test conducted

Tasks

  1. Find a summer dress under $100 and add it to your cart.

  2. Compare two similar products and choose your favorite.

  3. Add a specific item to the cart.

  4. Complete the checkout process as if making a real purchase.

Before

Before 1
Before 2

On the mobile product listing page, both “Add to Cart” and “View Options” buttons were visible. While this was intended to speed up decision-making, it had the opposite effect.

With two competing CTAs, users felt pressured to act before they were ready. Many tapped “Add to Cart” too soon or landed on product pages unintentionally, breaking their flow of exploration. These interruptions made it harder to compare items, leading to confusion, repeated backtracking, and in some cases, drop-off.

Failed User Flow