Expertise
Excelled in the software development field with a core focus on frontend. Leveraged various frameworks and languages to solve specific business problems effectively. Experienced in the e-commerce domain with a proven track record of excellence.
Archived Audits & Results
Few of my works are showcased below. I would love to highlight my significant improvements at Redbrain. Redbrain is Europe's #1 online shopping performance partner, known for using advanced technology and AI to boost online sales and deliver exceptional ROI for retailers.
Challenges and Improvements in E-commerce Optimization
When I first joined the team, it was evident that the state of our e-commerce platform needed significant improvements. Despite the company's potential for profitability, the initial dive revealed substantial areas that required attention. One major observation was the team's primary focus on optimizing feeds from Google Merchant.
As the only software engineer in what we referred to as the "squad website," I undertook an analysis to understand our current capabilities and limitations. A key constraint was the lack of a dedicated UX/UI designer to provide us with design guidance. Consequently, I took on the responsibility of conducting UX research myself. This involved designing, coding, and delivering solutions while closely monitoring the outcomes.
Through this hands-on approach, I was able to identify user pain points and implement necessary changes to enhance the overall user experience Despite the challenges, this experience underscored the importance of adaptability and the value of directly engaging with the end-to-end development process.
Feature 1: Menu
figure A
→
figure B
Analyzing the Initial Menu Feature
Feature 1: Figure A - Menu ❌
From the figures above, we can see feature menu figure A, which was the first feature I analyzed. It was apparent that the developer's approach to this menu was haphazard, driven by a "conqure we must, conqure we shall - Winston Churchill" mentality.
Features were shifted and implemented without much consideration, merely to satisfy the sprint tickets. This approach affected the PCC department significantly, as they lacked crucial data, such as the most clicked menu items, which is essential for optimizing ad spending.
Feature 1: Figure B - Menu ✅
To address these issues, I refactored the menu to ensure it aligned with accessibility (a11y) standards. Additionally, I implemented Google Tag Manager to track user behavior and integrated it with Google Analytics 4 (GA4) to capture each user event .
This allowed our PCC analysts to track menu interactions accurately. With this data, they could optimize ad spending by focusing on trending categories, ultimately reducing costs and improving efficiency.
Feature 2: Filters
figure A
→
figure B
Addresing Filter Problems
Feature 2: Figure A - Filter ❌
Our next focus is on the filters. As you can see, the current filter component is poorly designed and lacks the specific filters users need to browse their desired products effectively. This issue is not limited to the frontend; the root cause is the lack of filter data from our API platform.
Additionally, from an accessibility perspective, the filters are not user-friendly, making it difficult for users to toggle and use them effectively. I wasn't surprised when I checked our events data and saw users leaving the search page due to the inability to filter their search results properly.
Feature 2: Figure B - Filter ✅
To easily solve this issue, developers should communicate with our API platform team about our specific needs and the desired data structure.
This collaborative approach allowed me to address the problem effectively. By communicating our requirements, applying the changes, observing the data from the API, and providing feedback, the API team could optimize or fix any issues.
From a UX perspective, even without a dedicated UI/UX designer, frontend developers should have a sense of how to create a better user experience. Through this process, I was able to reduce the bounce rates on our browse pages, including the major search page.
Final Thoughts: Assessing the Journey
Throughout this repository, numerous changes were made, ranging from small tasks to major issues that required immediate attention. From backend to frontend challenges, I tackled each one with effective solutions and the support of a great team.
By working collectively, we were able to address tasks more efficiently and achieve our goals together. This collaborative effort demonstrated that no task is too daunting when approached with teamwork and dedication
Area of Improvements
Having a Comparison Feature for Each Product
Allowing users to compare products in a table view simplifies the decision-making process by presenting key features, prices, and specifications side by side. Learn more.
Always Allow Users to Submit Product Reviews
Users heavily rely on product reviews to make purchasing decisions, with up to 95% of participants in our usability testing seeking user reviews. Learn more.
Autocorrect Obvious Misspellings on the Search Results Page
Misspelled queries are common, especially on mobile - asking users to correct obvious misspellings introduces needless delay to the search process. Learn more.
See more