International Domain Shop.
Case Study Notice:
To respect confidentiality, the designs shown in this case study have been recreated and do not reflect the original visual identity. Company-sensitive details have been removed. However, the strategic foundation, structure, and user experience approach remain true to the original project. All data and results are based on real outcomes.
About
When a domain shop falls behind modern UX standards, the experience becomes fragmented, confusing, and hard to scale. I led the UX relaunch of an international domain shop to close usability gaps and build a modular, conversion-optimized platform.
My focus: make the experience visually clean, functionally smooth, and ready to grow.
Lead UX Designer
Business Project
2023 - 2024
IT / E-Commerce
5,000+ employees
Challenge
User research showed that many people dropped off early in the domain buying process. Instead of a clear, guided flow, they ran into friction – unclear navigation, mixed design patterns, and unnecessary steps. The shopping journey felt outdated and hard to follow.
I set out to simplify the full experience, remove friction, and build a scalable structure that improves both usability and conversion.
The challenge was to make every interaction intuitive, reduce decision fatigue, and create more cross-sell opportunities without overwhelming users.
Results
The relaunch made a real difference:
35% increase in sales
Over 1 million gross orders in the first year
By streamlining the user flow and simplifying key decisions, I created a smoother path from domain discovery to checkout. Strategic upsell placements, a cleaner cart, and reduced cognitive load helped drive performance. The redesign not only improved short-term KPIs, but also built a foundation for long-term growth and a more engaging user experience.
35%
Increase in sales
> 1 million
Gross order in the first year
Process
UX Strategy
Behavioral psychology played a key role in shaping the new experience. Subtle, proven principles helped users make decisions faster and with more confidence:
Reciprocity
Free domains and first-time discounts added value early, building trust from the start.Anchoring
Showing premium offers first helped make standard plans feel like a smart choice.Commitment & Consistency
Once users took the first step, carefully placed add-ons helped keep the momentum going.Loss Aversion
Time-limited deals nudged users toward faster decisions – without adding pressure.Clarity
Clean layouts, clear CTAs, and consistent UI patterns reduced mental load and kept users focused.Personalization
Domain suggestions were tailored to user input, making the process feel more relevant and helpful.
This strategy created an experience that felt effortless – but delivered measurable results. It supported users with just enough guidance, while helping the business grow through smart, unobtrusive optimization.
Conclusion
The main challenge was finding the right balance between simplicity and conversion. The shop worked before – but not well enough. With a few focused adjustments, I transformed a clunky experience into a clear, engaging, and scalable journey.
Looking back, I would have tested certain parts earlier to speed up insights. Still, the outcome reinforced a key belief: smart UX doesn’t need to be loud. It needs to remove friction, guide behavior, and support business growth – all through thoughtful, well-placed design choices.
This project also sparked my curiosity around AI-assisted UX and behavioral design. There’s so much potential in shaping interfaces that adapt to users – not the other way around.
