In just 3 months, Wolcompany's e-commerce platform was redesigned and developed. The project was guided by customer experience and conversion studies, with a strong focus on building trust, encouraging engagement, and supporting confident purchase decisions through a more transparent and personalized shopping experience.

The starting point.

The previous Wolcompany e-commerce website was built on an outdated WordPress theme, which introduced multiple challenges. It lacked visual and functional consistency, suffered from accessibility issues, and offered customers no meaningful ways to engage with the platform. There were no newsletters, reviews, or cross-selling or upselling mechanisms, resulting in a static shopping experience and an overall lack of trust. Most importantly, the platform provided no tools to personalize the customer journey or encourage ongoing engagement.

Improving Customer Experience and Engagement

User-Generated Content

A "Made by You" section featuring customer social media posts of their creations and related products serves as visual social proof, driving conversions through trust and marketing. Baymard testing shows that social media content is the preferred source of product information for many users, and the place where many buyer journeys begin, so incorporating this content on the product page is increasingly important.

Customer reviews are also essential in this regard, providing customers with concrete validation alongside visuals. Baymard research shows that reviews significantly impact purchasing decisions, as 46% of shoppers in the US say that seeing other users' reviews is one of the reasons they purchase online.

Cross-Selling & Upselling

According to a Baymard Institute survey, shoppers use product suggestions to feel more confident in their choices, often treating them as a final validation before purchasing. Many use these recommendations to check whether they've missed a better option and to compare alternatives one last time, which makes suggestions a critical part of the decision-making flow. This behavior is largely value-driven: users scan cross-sells to confirm they're getting a good deal, spot better prices or value, and identify bundles or discounts that increase perceived savings. At the same time, product suggestions tap into curiosity and inspiration, prompting shoppers to explore complementary items that can enhance their main purchase leading to higher engagement and conversion rates.

Reducing reasons for checkout abandonment

Many shoppers drop off when extra costs appear late in the journey. When shipping, taxes, or fees only surface at checkout, users are forced to reassess the value of their cart and often decide not to complete the purchase. Trust is another critical factor: a significant share of users abandon when they feel unsure about payment security.

Countering extra costs

To address this, transparent pricing strategies, clearly communicating all costs upfront were implemented. Free shipping thresholds and discount progress bars were introduced to counter extra costs. This approach helps manage customer expectations and reduces the likelihood of a customer abandoning their cart due to extra costs.

Another Baymard study suggests that users' perception of a site's security is largely determined by their “gut feelings” and visual cues.To reduce trust concerns, we introduced clear visual cues of secure payment, such as well-known payment method badges (Apple Pay, PayPal, Visa and others) directly in the cart, helping reassure users that payments are secure.

Flexibility and personalization

The page layout was designed to be flexible and easily adaptable so Wolcompany can continuously align the experience with seasons, campaigns, and collections. Color tokens and theme variables allow the interface to switch color palletes. This seasonal theming helps products feel more contextual and relevant, while maintaining a coherent visual system that users can still recognize as Wolcompany.