5 min read

Clarity, Consistency and Simplicity 

Our Approach to Digital Commerce Design for Crafting Exceptional User Experiences  

How much would you say UI/UX impacts the success of a digital commerce platform? Let’s look at some metrics: 

  • 75% of judgments on website credibility are based on a website’s overall aesthetics. (BCS
  • 38% of people will stop engaging with a website if the content/layout is unattractive. (Adobe
  • 88% of online shoppers say they wouldn’t return to a website after having a bad user experience. (Amazon
  • 73% of customers point to experience as a key factor in their purchasing decisions, behind price and product quality. (PWC
  • The average large-sized eCommerce site can gain a 35.26% increase in conversion rate though better checkout design. (Baymard
  • Well-designed user interfaces and thought-out user experience across a platform can raise conversion rates by up to 400% (Forrester
  • A study found that every dollar invested in UX results in a return of $100. (Forrester

The Numbers Do Not Lie… 

Nowadays, the battle for customer acquisition and retention is fierce. There are simply too many options customers can choose from for their purchasing needs. If something is not quite how they want it, they can easily go to another platform searching for a better consumer experience. When designing a digital platform, it’s crucial to keep this in mind and deliver a seamless experience that focuses on user needs every step of the way. 

Since the beginning, our approach to design has been based on 3 principles we think are key for crafting a valuable and user-friendly product: Clarity, Consistency and Simplicity. 

Clarity – Highly Intuitive Shopping Journey 

Clear communication of information and actions is essential for a positive user experience. Users should never have to guess what a button does or where it will lead them. We ensure that all text labels, button prompts, and navigational cues are straightforward and easily understandable.  

We also apply visual hierarchy to draw the user’s attention to relevant information and make the process of completing their tasks easier. This can be done via color for elements like status labels, by choosing the appropriate font size and weight depending on the text importance or by applying fills or borders to buttons to clearly differentiate between primary and secondary calls to action. 

Ambiguity leads to frustration, and our goal is to eliminate any barriers that might hinder the user’s progress through our platform. 

Consistency – Staying true to form 

In order to implement a consistent design that delivers a cohesive experience, it is paramount to construct a Design Style Guide. 
This serves as our comprehensive reference book and instruction manual. 

It’s important to start creating a Design Style Guide early on. The idea is to continuously build an organized set of guidelines for typography, color palettes, iconography, and UI components to reuse whenever necessary. Our Cardinal Rule is One should never create a new component if there is already one that is used for what you need. 

A consistent visual language enhances UX by reducing the mental effort required for users to understand and interact with the interface. It provides familiar patterns and interactions, minimizing the need to decipher new or unfamiliar design elements, resulting in a more intuitive and enjoyable experience.

Additionally, with a comprehensive style guide in place, our development team can quickly reference and implement design elements, speeding up the development process and allowing us to iterate more efficiently. 

Simplicity – Less is more 

In these hectic times people are bombarded with distractions and our collective attention span is getting shorter. We also suffer from choice overload when presented with too many options, which can make our brains tired or even freeze and lead us to make no decision at all. That’s why it can be better to show fewer products or content blocks at once instead of as many as you can fit on the screen. 

We believe in decluttering interfaces, strategically using whitespace, and eliminating anything that does not serve a clear purpose. By stripping away the non-essential, we aim to enhance usability and guide users effortlessly through their journey. 

A good example where we think this is particularly important is the checkout flow. We intentionally take away the main navigation of the site to keep the user solely focused on completing the purchase process and to keep them from easily navigating to other sections of the site. 

Another example is the compare functionality. We utilize a dedicated screen to display only the products the user is comparing, ensuring clear presentation of information for each item without clutter from filters or related products, thereby facilitating easier comparison and informed purchase decisions. 


In conclusion, crafting exceptional user experiences in digital commerce requires more than just aesthetic prowess; it demands a thoughtful and empathetic approach that puts the user first. By embracing clarity, consistency, and simplicity, we create designs that not only look good but also feel right and most importantly drive conversion. 

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