Saruk Digital – UX Audit & Redesign (E-commerce Platform, Kenya)

Role: UX Designer
Tools: Figma, Google Analytics, Hotjar, Adobe XD

Overview:
Saruk is a tech-focused e-commerce platform in Kenya that sells gadgets and digital products. I was brought on to conduct a full UX audit and lead the redesign of key customer-facing flows. The goal was to identify pain points affecting conversions, modernize the interface, and enhance the overall user experience across desktop and mobile.

Challenge:
-High drop-off rates on product and checkout pages
-Cluttered layout with poor visual hierarchy
-Inconsistent navigation and low mobile usability
-Lack of trust signals and modern design cues

Approach & Process:
-UX Audit: Reviewed analytics, user recordings (Hotjar), and performed heuristic evaluation of navigation, forms, and visual flow.
-User Flow Mapping: Identified points of friction across the shopping experience—especially in the product discovery and checkout process.
-Wireframes & Prototypes: Reworked homepage layout for better product focus, simplified navigation, and cleaner content hierarchy. -Designed a multi-step, distraction-free checkout flow.
-UI Improvements: Introduced consistent branding, more white space, trust signals (payment icons, reviews), and responsive enhancements.
-Collaboration: Worked closely with the development team to ensure feasibility, while advocating for design best practices.

Results & Impact:
-Improved mobile responsiveness and clarity of CTAs
-Reduced checkout abandonment through simplified flows
-Increased homepage engagement through better product prioritization
-Created a scalable design system for future feature additions

What I Learned:
-The value of combining analytics with user empathy
-How small design tweaks (like button copy, spacing, and layout) can reduce user friction
-The importance of clarity and trust in driving e-commerce conversions