USHATAVA

The account was structured around key user needs: tracking orders, handling delivery details, and managing personal data.

Orders and returns were prioritised as the core flow, while additional sections support secondary actions such as profile management and communication preferences.

To avoid the complexity of storing passwords and the effort required of users to create and remember them, I decided not to complicate the registration and login process by adding one-time password authentication, which is sent to the user via their phone number or email address.

The main challenge I solved was adding the feature of managing orders for customers.

The order management system was designed to solve a major problem for users; previously, they had to contact support to check the status of an order, find out if it was being delivered, or to cancel or return an order — all of which had to be done by contacting a manager by phone.

Some orders can be delivered from multiple cities, resulting in different delivery times and statuses within a single order. This makes tracking more complex for users.

To address this, items were grouped by delivery location within the order, allowing each shipment to be tracked separately. This also supports scenarios such as partially delivered orders.

The bonus system was designed to support both new and returning users, adapting the interface based on activity and engagement.

For new users with no activity, a dedicated CTA block highlights 1,000 welcome bonuses and directs them to make their first purchase.

For active users, the interface provides access to bonus history and clearly communicates expiration dates, helping users manage time-limited rewards.

The account section was designed as a structured system for managing personal data, delivery details, and communication preferences.

It allows users to easily update their information, manage multiple addresses, and control marketing subscriptions, while keeping interactions simple and consistent across all screens.

Before finalising the design, I ran usability testing with participants matching the target audience — women aged 25-45, primarily on mobile.

The goal was to identify friction points in core flows: order tracking, the bonus system, and saved payment methods. Some assumptions were confirmed, others led to direct changes in the interface.