About this Project
Coolista had grown from forty products to nine hundred without ever revisiting its navigation, and it showed.
The redesign starts at the taxonomy. Nine hundred products became six shelves and a filter set written in the language customers actually use, which removed two clicks from the median path to a product page.
Checkout went from five steps to two. Address autocomplete, a persistent order summary and a single visible payment choice at a time did most of the work.
Performance was treated as a design constraint rather than a clean-up task: the product grid ships one image format, one font file and no layout shift, and the store went from a 2.8s to a 0.9s largest contentful paint on a mid-range phone.
Revenue per session rose 22% in the first quarter after launch.