Saviour Ekanem

Work

About Me

Work

About Me

NUVVA

Project Overview

My Role: UX/UI Designer

Platform: Mobile

Timeline: 4 Months

PROBLEM

Traditional e commerce platforms often prioritize scale and volume more categories, and more

promotional contact under the assumption that abundance leads to better choice. However,

this approach frequently overwhelms users experience decision fatigue, struggle to

discover relevant products efficiently, and form weak emotional connections with the

platform. Instead of feeling guided or confident, users are left to navigate dense interfaces

that prioritize quantity over clarity, ultimately reducing engagement, satisfaction, and trust.

Traditional e commerce platforms often prioritize scale and volume more

categories, and more promotional contact under the assumption that

abundance leads to better choice. However, this approach frequently

overwhelms users experience decision fatigue, struggle to discover

relevant products efficiently, and form weak emotional connections

with the platform. Instead of feeling guided or confident, users are left to

navigate dense interfaces that prioritize quantity over clarity, ultimately

reducing engagement, satisfaction, and trust.

Traditional e commerce platforms often

prioritize scale and volume more categories,

and more promotional contact under the

assumption that abundance leads to better

choice. However, this approach frequently

overwhelms users experience decision

fatigue, struggle to discover relevant

products efficiently, and form weak

emotional connections with the platform.

Instead of feeling guided or confident,

users are left to navigate dense interfaces

that prioritize quantity over clarity,

ultimately reducing engagement, satisfaction,

and trust.

PROBLEM STATEMENT

Traditional e commerce platform rely heavily on intermediaries, which often results in poor

product quality, misleading listings, and weak customer support. As a result, users struggle

to trust what they see, experience anxiety during purchasing, and feel disappointed when

products fail to meet expectations. Users struggle with overwhelming e commerce

interfaces and want a simpler, smarter, and more human shopping experience one that feels

like a personal assistant guiding decisions, rather than a static product catalog.

Traditional e commerce platform rely heavily on intermediaries, which

often results in poor product quality, misleading listings, and weak

customer support. As a result, users struggle to trust what they see,

experience anxiety during purchasing, and feel disappointed when

products fail to meet expectations. Users struggle with overwhelming

e commerce interfaces and want a simpler, smarter, and more human

shopping experience one that feels like a personal assistant guiding

decisions, rather than a static product catalog.

Traditional e commerce platform rely

heavily on intermediaries, which

often results in poor product quality,

misleading listings, and weak

customer support. As a result,

users struggle to trust what they see,

experience anxiety during

purchasing, and feel disappointed

when products fail to meet

expectations. Users struggle with

overwhelming e commerce

interfaces and want a simpler,

smarter, and more human shopping

experience one that feels like a

personal assistant guiding

decisions, rather than a static

product catalog.

DESIGN DECISION

Given user pain points around overwhelming e commerce interfaces, low emotional connection,

and trust issues that leads to purchase anxiety and purchase disappointment, the following

design decisions were made:

Reduced cognitive load by applying clear visual hierarchy, generous spacing, and scannable

layouts, helping users process information more easily.

Introduced a personal assistant to guide users through key decisions, providing reassurance

and context during the purchasing journey.

Added intentional friction at checkout to slow down high stakes decisions, reducing anxiety

and encouraging more confident purchase

Improved scannability and clarity by prioritizing essential information and minimizing visual

noise throughout the flow.

Instead of pushing users back into shopping, the checkout completion uses a neutral

"Done" action to give users a sense of closure and control after payment. This reduces post

checkout anxiety and avoids pressing users into immediate re-engagement.

Given user pain points around overwhelming e commerce interfaces, low

emotional connection, and trust issues that leads to purchase anxiety

and purchase disappointment, the following design decisions were made:

Reduced cognitive load by applying clear visual hierarchy, generous

spacing, and scannable layouts, helping users process information

more easily.

Introduced a personal assistant to guide users through key decisions,

providing reassurance and context during the purchasing journey.

Added intentional friction at checkout to slow down high stakes decisions,

reducing anxiety and encouraging more confident purchase

Improved scannability and clarity by prioritizing essential information

and minimizing visual noise throughout the flow.

Instead of pushing users back into shopping, the checkout completion

uses a neutral "Done" action to give users a sense of closure and

control after payment. This reduces post checkout anxiety and avoids

pressing users into immediate re-engagement.

Given user pain points around overwhelming

e commerce interfaces, low emotional

connection, and trust issues that leads to

purchase anxiety and purchase

disappointment, the following design

decisions were made:

Reduced cognitive load by applying clear

visual hierarchy, generous spacing, and

scannable layouts, helping users process

information more easily.

Introduced a personal assistant to guide users

through key decisions, providing reassurance

and context during the purchasing journey.

Added intentional friction at checkout to slow

down high stakes decisions, reducing anxiety

and encouraging more confident purchase

Improved scannability and clarity by

prioritizing essential information and

minimizing visual noise throughout the flow.

Instead of pushing users back into shopping,

the checkout completion uses a neutral

"Done" action to give users a sense of

closure and control after payment.

This reduces post checkout anxiety and

avoids pressing users into immediate

re-engagement.

USER RESEARCH

App Crashes, Bugs, and Technical Glitches

Apps often freeze, crash during use (e.g, Amazon's Rufus AI causing crashes, eBay login

errors), or show "something went wrong" messages. Outages affect login, browsing, and

checkout, Walmart had a major one in late 2025.

Apps often freeze, crash during use (e.g, Amazon's Rufus AI causing

crashes, eBay login errors), or show "something went wrong"

messages. Outages affect login, browsing, and checkout, walmart

had a major one in late 2025.

Apps often freeze, crash during use (e.g,

Amazon's Rufus AI causing crashes, eBay

wrong" messages. Outages affect login,

browsing, and checkout, Walmart had a

major one in late 2025.

Slow loading and Poor Performance

Pages load slowly, especially with images or searches. Delays in product views or cart updates

lead to frustration and abandoned sessions.

Pages load slowly, especially with images or searches. Delays in product

views or cart updates lead to frustration and abandoned sessions.

Pages load slowly, especially with images or

searches. Delays in product views or cart

updates lead to frustration and abandoned

sessions.

Complicated Checkout and Navigation

Lengthy processes, mandatory account creation, hidden fees, or hard to fid buttons cause high

cart abandonment. Small screens makes filters, search bars, or menus awkward.

Lengthy processes, mandatory account creation, hidden fees, or hard to

fid buttons cause high cart abandonment. Small screens makes filters,

search bars, or menus awkward.

Lengthy processes, mandatory account

creation, hidden fees, or hard to fid buttons

cause high cart abandonment. Small screens

makes filters, search bars, or menus awkward.

Search and Filtering Problems

Inaccurate results, missing "sold" filters (e.g, on eBay), or poor sorting options make finding

items difficult.

Inaccurate results, missing "sold" filters (e.g, on eBay), or poor sorting

options make finding items difficult.

Inaccurate results, missing "sold" filters (e.g,

on eBay), or poor sorting options make finding

items difficult.

Customer Service and Refund Issues

Hard to reach support, automated bots with no human help, delayed refunds, or disputes over

return/fakes are rampant especially on Amazon and eBay.

Hard to reach support, automated bots with no human help, delayed

refunds, or disputes over return/fakes are rampant especially on Amazon

and eBay.

Hard to reach support, automated bots with

no human help, delayed refunds, or disputes

over return/fakes are rampant especially on

Amazon and eBay.

Scams, Fake Products, and Fraud

Counterfelt items, scam sellers, or poor buyer protection erode trust. Apps like Shopify's Shop

get blamed for promoting fraudulent stores.

Counterfelt items, scam sellers, or poor buyer protection erode trust. Apps

like Shopify's Shop get blamed for promoting fraudulent stores.

Counterfelt items, scam sellers, or poor buyer

protection erode trust. Apps like Shopify's

Shop get blamed for promoting fraudulent

stores.

Delivery and Tracking Delays

Late shipments, inaccurate tracking, or no real time updates frustrate users, even with "fast"

options.

Late shipments, inaccurate tracking, or no real time updates frustrate

users, even with "fast" options.

Late shipments, inaccurate tracking, or no real

time updates frustrate users, even with "fast"

options.

Forced Features or Missing Conveniences

Aggressive pushes for app downloads (e.g, Walmart lacking Apple Pay to promote Walmart

Pay), intrusive ads, or limited payment options annoy users.

Aggressive pushes for app downloads (e.g, Walmart lacking Apple Pay to

promote Walmart Pay), intrusive ads, or limited payment options annoy

users.

Aggressive pushes for app downloads (e.g,

Walmart lacking Apple Pay to promote

Walmart Pay), intrusive ads, or limited

payment options annoy users.

Overloaded with Ads and Recommendations

Too many sponsored results or irrelevant suggestions clutter the experience, making genuine

shopping harder.

Too many sponsored results or irrelevant suggestions clutter the

experience, making genuine shopping harder.

Too many sponsored results or irrelevant

suggestions clutter the experience, making

genuine shopping harder.

SOLUTION

Context Award Experience

The interface adapts to user intent, mood, and timing to reduce overwhelm.

The interface adapts to user intent, mood, and timing to reduce

overwhelm.

The interface adapts to user intent, mood, and

timing to reduce overwhelm.

Conversational Shopping Guidance

Users can explore products naturally while knowing human help is always available.

Users can explore products naturally while knowing human help is always

available.

Users can explore products naturally while

knowing human help is always available.

Human Customer Support Escalation

At any point, users can connect with a real support agent for reassurance, clarification, or issue resolution.

At any point, users can connect with a real support agent for reassurance,

clarification, or issue resolution.

At any point, users can connect with a real

support agent for reassurance, clarification,

or issue resolution.

Smart Cart & Checkout Support

Proactive suggestions and human assistance help prevent mistakes and post purchase regret.

Proactive suggestions and human assistance help prevent mistakes and

post purchase regret.

Proactive suggestions and human assistance

help prevent mistakes and post purchase

regret.

WIREFRAME

I explored multiple wireframe layouts to evaluate different ways of organizing content and

guiding user attention. The final direction focused on reducing cognitive load through improved

spacing, alignment, and visual hierarchy, resulting in a more scannable and focused shopping

experience.

I explored multiple wireframe layouts to evaluate different ways of

organizing content and guiding user attention. The final direction

focused on reducing cognitive load through improved spacing, alignment,

and visual hierarchy, resulting in a more scannable and focused

shopping experience.

I explored multiple wireframe layouts to

evaluate different ways of organizing content

and guiding user attention. The final

direction focused on reducing cognitive

load through improved spacing, alignment,

and visual hierarchy, resulting in a more

scannable and focused shopping experience.

REFLECTION

This project reflects an early stage of my UX growth. While I focused on improving scannability

through spacing and hierarchy, some icons and shapes were oversized, competing with key

content. Reviewing this work helped reinforce the importance of scale, visual weight, and

restraint in guiding user attention principles I apply more intentionally in later designs.

This project reflects an early stage of my UX growth. While I focused on

improving scannability through spacing and hierarchy, some icons and

shapes were oversized, competing with key content. Reviewing this work

helped reinforce the importance of scale, visual weight, and restraint in

guiding user attention principles I apply more intentionally in later designs.

This project reflects an early stage of my UX

growth. While I focused on improving

scannability through spacing and hierarchy,

some icons and shapes were oversized,

competing with key content. Reviewing

this work helped reinforce the importance

of scale, visual weight, and restraint in guiding

user attention principles I apply more

intentionally in later designs.

EXPECTED IMPACT

The design aims to reduce cognitive load, improve scannability, and guide users toward key

actions with greater clarity. These changes are expected to lower purchase anxiety, build trust,

and support more confident shopping and checkout decisions.

The design aims to reduce cognitive load, improve scannability, and guide

users toward key actions with greater clarity. These changes are expected

to lower purchase anxiety, build trust, and support more confident

shopping and checkout decisions.

The design aims to reduce cognitive load,

improve scannability, and guide users toward

key actions with greater clarity. These

changes are expected to lower purchase

anxiety, build trust, and support more

confident shopping and checkout decisions.