Visible

The goal of this project was to launch the Visible Shop, an optimized online storefront where customers could effortlessly explore devices as well as accessories and most of all stay within the Visible ecosystem. As the Lead Product Designer, I was responsible for creating a frictionless, conversion-driven shopping experience that aligned with Visible’s digital-first identity while addressing key user pain points.

The process of researching and designing Visible’s first-ever shop site as the Lead Product Designer required a structured, user-focused approach. Since this was Visible’s first e-commerce experience, we started with extensive discovery research, including user interviews, surveys, and behavioral analytics to understand how customers navigated phone and plan purchases. Competitive benchmarking provided insights into best practices for telecom and e-commerce platforms. Given that this was Visible’s first shop site, we took a desktop-first approach to establish a strong, scalable foundation before optimizing for mobile. We iterated through multiple rounds of wireframes, prototypes, and usability testing, refining the navigation, product discovery, and checkout flow to create a seamless experience. Collaboration with engineering, marketing, and content teams ensured a smooth development and launch. 

The result was a high-performing, scalable e-commerce platform, setting the foundation for Visible’s digital shopping experience while driving higher engagement, improved conversions, and an intuitive user journey.

Impact:

• 25% Higher engagement, with users spending more time exploring products

• 32% increase in conversions to Visible within the first three months of launching

Leading the Visible Shop launch reinforced the importance of data-driven design, user empathy, and iterative testing in building successful digital products. This project was a balance of business goals, technical feasibility, and user needs, resulting in a highly efficient and engaging online shop