What it is
E-commerce design connects product discovery, navigation, product information, merchandising, interaction and checkout into one coherent purchasing experience.
E-Commerce
Shopping experiences that make products easier to find, understand and buy.
Digital storefronts and shopping experiences designed to make products easier to discover, evaluate and purchase across devices.
- Storefronts
- Product discovery
- Checkout
Service overview
Who it is useful for
It is useful for brands launching a storefront, improving an established store, restructuring a growing catalogue or removing friction from mobile purchasing.
What it addresses
The work addresses weak discovery, confusing categories, incomplete product stories, avoidable checkout friction and attractive interfaces that do not help customers decide.
Common problems
Conversion problems rarely belong to one screen. The index below identifies recurring breaks across the whole shopping journey.
01Products are difficult to discover
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The problem
Customers cannot quickly find a relevant product unless they already know its exact name or category.
Why it happens
Navigation mirrors internal catalogue structures while search, filtering and merchandising receive separate treatment.
How Decimal Nine tackles it
Model how customers browse and compare, then connect taxonomy, navigation, search and merchandising around those behaviours.
02Navigation creates uncertainty
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The problem
People move between categories without understanding where they are, what differs or how to narrow the range.
Why it happens
Category logic has grown incrementally and labels make sense internally but do not match customer language or decision criteria.
How Decimal Nine tackles it
Simplify the information architecture, test labels against real purchasing questions and make orientation visible across devices.
03Product presentation does not answer buying questions
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The problem
Product pages look polished but leave important questions about fit, compatibility, value, delivery or use unresolved.
Why it happens
Photography, copy, specifications and reassurance are produced independently instead of being sequenced around evaluation.
How Decimal Nine tackles it
Prioritise the evidence customers need, structure product content around comparison and place reassurance near the decisions it supports.
04Checkout loses momentum
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The problem
Customers reach the basket but abandon when costs, delivery, account requirements or progress become unclear.
Why it happens
Checkout is treated as a technical endpoint rather than a trust-sensitive part of the designed experience.
How Decimal Nine tackles it
Reduce unnecessary decisions, reveal cost and delivery information at the right moment and make progress, errors and recovery explicit.
05Mobile purchasing feels compressed
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The problem
The desktop store technically adapts to a small screen, but browsing, comparison and checkout become slow or difficult to control.
Why it happens
Responsive work scales components without reconsidering thumb reach, content priority, input effort or intermittent mobile use.
How Decimal Nine tackles it
Recompose the journey for touch, reduce repeated effort and preserve product understanding without forcing desktop density into mobile.
How Decimal Nine works
- 01
Understand
Map the offer, catalogue, customer questions, commercial priorities and operational constraints.
- 02
Prioritise
Locate the journey breaks with the greatest effect on discovery, understanding, trust and purchase.
- 03
Design
Shape information architecture, merchandising, product pages and checkout as one connected system.
- 04
Test
Use prototypes and evidence to challenge navigation, comparison and purchasing assumptions.
- 05
Deliver
Specify responsive behaviour and reusable interface logic with implementation feasibility in view.
- 06
Improve
Use behavioural evidence and operational learning to evolve the store after launch.
Why work with Decimal Nine
The distinction is operational: decisions remain connected as the work moves from direction into designed and functioning systems.
- The whole journey is consideredDiscovery, product understanding, trust and checkout are designed as connected decisions rather than isolated templates.
- Commerce and brand stay togetherConversion improvements do not need to flatten the visual identity or reduce every interaction to a generic storefront pattern.
- Feasibility shapes the right solutionPlatform, catalogue and operational realities enter the design process before interface decisions become fixed.
- Systems replace one-off screensPatterns are designed to handle catalogue growth, content variation, campaign needs and multiple devices.
Related capabilities
Planning a storefront or improving an existing one?
Start a project Share the context, constraints and ambition behind the work.