The brief. LimeRoad is a fashion and lifestyle e-commerce platform. It was losing people at every stage: low engagement, drop offs on product pages, abandoned carts and a design language that had grown inconsistent.

How it started. We opened with a motion pitch that showed what the product could feel like. It won stakeholder buy in and turned into a long term partnership, with our team working as LimeRoad's in-house UI/UX team.

What I did. As Senior UI/UX Designer and UX consultant I worked across the funnel. We built a new design system to fix the inconsistency, redesigned the checkout flow, rethought the login strategy, and reworked product page interactions so people actually explored instead of bouncing. Motion was part of the product language, not decoration.

The result. A 30% increase in logins, 3x higher product page engagement, a 12% reduction in cart abandonment and 20% longer sessions. It was a data driven overhaul, and every change was measured.