🛒 Markafoni – Shopping Cart & Checkout Redesign

🧠 The Challenge

Markafoni, once Turkey’s leading fashion e-commerce platform, had a growing issue: Users were frustrated with the checkout process. There were frequent call center complaints and abandoned carts due to unclear delivery messaging and incomplete credit card registration steps.

The core challenges:

• No visual or textual explanation for partial deliveries
• Inconsistent checkout flows across platforms
• Missing credit card registration steps, leading to failed checkouts
• Multiple user pain points causing order cancellations and support tickets

🎯 The Goal

• Streamline the cart and checkout flow for all platforms
• Reduce user confusion around delivery dates
• Improve the visibility of key steps like credit card saving
• Reduce support calls and cancellations
• Improve checkout speed and overall satisfaction

💡 My Role

As a Senior UX/UI Designer, I worked cross-functionally with Product and Front-End teams. I was responsible for:

• Root cause analysis and heuristic evaluation
• Designing cross-platform wireframes
• Building flows, prototypes, and final UI
• Running and analyzing user tests
• Delivering designs via Zeplin for handoff

🔍 Discovery & Research

I conducted a root cause analysis across mobile and desktop platforms.

Findings were grouped by platform (iOS, Android, Web) and presented to the Product Owner for prioritization.

Key insights:

• Users were confused when orders included multiple items with separate delivery dates
• There was no way to choose different delivery addresses (home/work)
• Users expected an option to register cards, but it wasn’t part of the existing flow
• The overall journey felt fragmented and inconsistent