UX Case Study: Improving Conversion for ORNER Gift Shop

Overview

As part of a UX research team, we analyzed and redesigned the shopping experience for ORNER — a Ukrainian online gift store. Our goal was to identify user pain points and propose UX improvements to increase mobile conversion rates.

Goals

Research Process

Kick-Off & Analytics

We began with a stakeholder meeting to align goals, followed by a review of analytics data. Key insights included:

• High drop-off from product pages

• Frequent search terms related to events (e.g., "gift for coworker").

User Interviews

We conducted 5 interviews with board game enthusiasts to understand their online shopping behavior.

Additional findings:

• 80 % of users heavily rely on filters and real customer reviews

• 60% of users said that discounts influence purchasing decisions

• 100% of users said that clear recommendations help reduce hesitation

Audience Segmentation

After user interviews and more field research we were able to identify 3 core user groups:

Key UX issues

UX Solutions

All suggested changes were designed to be implemented without overhauling the existing platform. Several ideas are ready for direct implementation, while others are prepared for A/B testing.

Long-Term Opportunities (For Testing & Future Phases)

These ideas require deeper integration or broader business involvement, but testing their impact could lead to measurable improvements in loyalty, retention, and cart size:

Looking Back (and Forward): Outcomes & Next Steps

What I’d Do Differently

• Interview a broader range of users who buy gifts online, beyond niche groups like board game enthusiasts

• Iterate further based on real user feedback

What's next?

• Conduct usability testing to validate the current solutions and gather feedback before full rollout.

• Start working on long-term opportunities I mentioned above. These would require deeper collaboration and offer the potential to drive retention and deepen emotional engagement.

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