Website - Volpy
Industry
E-commerce
Client
Volpy
Service
Product Design
Date
2021
Volpy is a platform specializing in the buying, selling, and trading of refurbished and new smartphones. While the website had always functioned as an eCommerce platform, its structure and user experience felt more like a corporate showcase rather than an online store. This project aimed to fully embrace eCommerce principles, optimizing the platform for a seamless and efficient shopping experience.
📌 Project Overview
In Winter 2020, an internal initiative to optimize the website's backend sparked discussions about a complete UX/UI redesign. Initially focused on performance improvements, the project quickly evolved into a full-scale eCommerce transformation, rethinking user flows, navigation, and the overall shopping experience.
🎯 Objectives
Shift from a segmented journey to a streamlined eCommerce-first experience.
Reduce friction and clicks in the buying and selling process.
Introduce a shopping cart & trade-in service, replacing the previous rigid exchange flow.
👥 Team
Jérôme – Full Stack Developer
Émilie – Content Manager
Julien (Me) – UI/UX Designer
Sébastien – Lead Designer
🛠 Process & Methodology
1️⃣ Identifying UX Issues
The initial site structure separated users into distinct paths (Buying, Selling, and Exchanging), which:
❌ Increased navigation friction, requiring multiple clicks to access products.
❌ Misaligned with user intent, especially in the exchange process, where users were first asked to estimate their phone’s value rather than browse new devices.
❌ Felt more like an informational site rather than a real online store.
2️⃣ UX Redesign & New User Flow
✅ Created a true eCommerce experience with a homepage focusing on products, prices, and commercial offers.
✅ Users can still sell their old phones, but it’s now integrated seamlessly as a service rather than a separate journey.
✅ The exchange process evolved: Instead of a dedicated trade-in path, it became a cart-based trade-in system. When a user adds both a phone purchase and a trade-in offer to their cart, the system automatically applies the trade-in process.
3️⃣ UI & Interaction Design
Developed a new Design System for a consistent and scalable visual identity.
Designed Web & Mobile Screens, ensuring intuitive interactions and a clear product hierarchy.
Prototyped the new experience in Adobe XD, refining interactions and transitions.
🚀 Outcome
A fully transformed eCommerce experience, reinforcing Volpy’s identity as an online retailer.
Simplified navigation, reducing friction for users looking to buy, sell, or trade their devices.
New cart system that seamlessly integrates buying and trade-ins in a way that feels natural and intuitive.
💡 Key Learnings & Challenges
✔ Adopting an eCommerce-first mindset was key to aligning UX with business goals.
✔ Redesigning user flows rather than simply improving UI had the greatest impact.
✔ Collaboration with developers was essential to balancing UX ambition with technical feasibility.
