Indistinto
UX Audit · E-commerce
A UX/UI usability audit with targeted design recommendations for Indistinto’s e-commerce website, focused on improving usability and the shopping experience.
Client:
Indistinto Cafe.co
Role:
UX/UI Designer · External Consultant
Year:
2024
Challenge
With the website already in production, the challenge was to objectively assess whether the user experience and content structure truly supported the brand’s goals and customer journey.
Objective
Identify usability issues and provide clear, actionable recommendations to improve the website’s user experience and alignment with the brand.
Process
The project followed a UX audit–driven approach focused on evaluation and prioritization. A heuristic evaluation identified key issues across navigation, visual hierarchy, responsiveness, typography, and multilingual clarity. Findings informed a design strategy that separated quick wins from longer-term improvements. Targeted UI examples and exploratory prototypes were created to illustrate usability issues and support design recommendations. As an external consultant, I provided guidance and implementation support, while final decisions and execution remained with the product leads.
Results
After the implementation of selected recommendations, the brand owner reported improved user engagement and an increase in direct purchases through the website. Over the following months, conversions grew by approximately 10%, reducing reliance on chat and phone orders and strengthening confidence in the website as a sales channel.