Client
Orange Maroc
Overview
I led the UX/UI redesign of the Orange Maroc e-boutique, a project driven by the need to overcome technical limitations and modernize the user experience. The initiative was a response to an outdated platform architecture that was hindering the creation of high-performance interfaces, particularly for mobile users who represent 90% of the site's traffic. My role was to completely overhaul the customer journey, from initial product discovery to final checkout, with a focus on creating a seamless, intuitive, and conversion-optimized experience.
Client
Orange Maroc
Industry
Telecom
Service
UI Design
UX Design
Wireframing
Content
Duration
1 month
The Challenge
Orange Maroc's e-boutique was struggling with a high abandonment rate, especially in the mobile plan purchase funnels. A customer study revealed significant friction points, including a confusing shopping process, unclear error messages, and a lack of transparency regarding costs. The data showed a drastic drop-off in the "new number" funnel, where only 6.84% of users completed the delivery stage, highlighting a critical need to rebuild customer trust and simplify the purchasing journey. Key areas for improvement included clarifying complex offers, providing clear error messages, streamlining the purchase tunnel, and ensuring early transparency on additional charges.
The Solution
I tackled the identified issues with a holistic redesign of the e-boutique's user experience. Shopping Flow: I reworked the smartphone and devices flow by introducing enhanced product cards, sticky filters, and a mobile-first optimized layout. For the product page, I implemented a split-column design and a sticky "Add to Cart" CTA on mobile, along with cross-selling modules and reassurance elements. To simplify a key pain point, I streamlined the "out of stock" process, allowing users to sign up for restock alerts without needing to log in. For mobile plans selection, I introduced a visually simplified layout with distinct colors and organized packages by price range and usage, making it easier for users to find the right plan and understand the flow. Cart & Checkout: I optimized the cart page with a clear, right-aligned order summary and improved transparency on costs with a highlighted summary. The promo code field was made more fluid, and the "Checkout" button received a visual upgrade to encourage completion. Error Handling & Transparency: Across all journeys, I implemented a strategy for clear error messages that guide users toward a solution. I also ensured that all additional charges, such as delivery fees, were displayed as early as possible to build customer trust.
The Result
By creating a more intuitive and fluid design, the redesigned user journeys were highly successful in addressing the core issues. The streamlined mobile-first approach significantly reduced friction points, especially in the purchasing funnels. The clearer, more transparent process, coupled with an optimized layout, worked to rebuild user confidence and led to a notable reduction in abandonment rates. These improvements directly contributed to an increase in conversion rates and overall sales for the e-boutique.
