Rawayeti

Redesigned E-Commerce experience that increased conversion rate by 30%

Rawayeti is a well-established brick-and-mortar grocery chain in Pakistan with a loyal customer base; but their online store was struggling. Despite strong foot traffic in physical locations, the website was losing users fast: high bounce rates, low conversions, and a checkout flow that was pushing customers away before they could complete a purchase.

The re-designed website streamlined user flows and made product discovery easy, resulting in 35% increase in traffic and 30% increase in conversion rate.

Visit the live website here ” https://rawayeti.com/ ” to learn more about them.

The Problem

The website had a high bounce rate problem. Users were landing on the site and leaving almost immediately; without browsing, without adding to cart, and without buying. This was a significant concern for stakeholders, presenting a challenge that required strategic UX improvements to enhance user engagement and retention.

The Objective

To analyze and address the factors contributing to Rawayeti’s high bounce rate and to redesign the website to enhance user engagement, streamline navigation, and create a more intuitive shopping experience that encourages retention and bolster conversion rate.

The Challenge

This wasn’t a greenfield project ; it was a rescue. The existing site had real users, an established product catalogue, and a loyalty program already in use. Any redesign had to improve the experience without disrupting what was already working. On top of that, our research uncovered a language and labelling mismatch between the online and offline store that no one had flagged before; adding a layer of complexity that went well beyond standard UX fixes.

My Role

UX Researcher · Information Architect · UI Designer

I owned the end-to-end design process; from stakeholder alignment and user research through information architecture, wireframing, prototyping, usability testing, and final UI delivery.

Research

Research Goals

Survey

Interviews

I had data from site analytics of current website performance.

Research Goals

The analytics told us users were arriving and leaving almost immediately, but data alone couldn’t tell us why. I worked with stakeholders to scope the research around four questions that would give us both breadth and depth:

What are users expecting from the site that they’re not getting?
Where is the site itself creating friction; through performance, design, or usability?
Are users able to find products, or is navigation getting in the way?
What is breaking down between cart and completed purchase?

These goals shaped every research activity that followed.

Preliminary Survey — Validating Hypotheses at Scale

I designed and distributed a survey to gather quantitative signals across a broader user base.

Insights

Survey results reveal that:

Inefficient search and filtering hampers product discovery.
Complex checkout process increases abandonment rates.

User Interviews

Seven in-depth interviews with target users confirmed what the survey had signalled; but one finding stopped us in our tracks that no one had anticipated.

Insights

Users were getting confused because the website didn’t match the store they already knew and trusted. Product labels online were in English, but in Rawayeti’s physical locations, many products were labelled in Urdu. Loyal in-store customers were landing on the site and not recognising what they were looking at.
The checkout process and rewards redemption flow in particular was confusing enough that users were abandoning mid-process rather than working through it.

Mapping The Existing Experience

User Flow

Sitemap

With research findings in hand, I mapped out the existing experience to find exactly where it was breaking down.

User Flow — Checkout & Rewards Redemption

Complex checkout process was one of the users pain points. So I created the user flow for checkout process including redemption of users accumulated points. My goal here was to identify the potential drop-off points leading to high cart abandonment rates.

Visualising the flow made it immediately clear why abandonment rates were high: there were too many steps, unclear decision points, and no obvious way to recover from errors mid-flow.

Sitemap — Existing Information Architecture

Difficulty with website navigation and product discovery was one of the pain points for users, so I created a sitemap of the existing structure to analyze gaps, redundancies, and inefficiencies, laying the foundation for an improved navigation system.

Redesigning The Experience

Revised Sitemap

Wireframes

Lo-fidelity Prototype

Usability Study

Revised Sitemap

Difficulty with website navigation was one of the pain points for users, so I created a sitemap.

My goal here was to make strategic information architecture decisions that would improve overall website navigation. The structure I chose was designed to make things simple and easy.

Paper Wireframes

Taking the time to draft iterations of key screens of the website on paper ensured that the elements that made it to digital wireframes would be well-suited to address user pain points.

For the home screen, I prioritized including all main product categories, promotions and features to attract clients and yet ensured a quick product discovery and easy navigation of all relevant processes to help users save time.

Stars were used to mark the elements of sketch that would be used in the initial digital wireframes.

Paper Wireframes – Screen Size Variations

Because Rawayeti’s customers access the site on a variety of different devices, I started to work on designs for additional screen sizes to make sure the site would be fully responsive.

Digital Wireframes

As the initial design phase continued, I made sure to base screen designs on feedback and findings from the user research.

Besides research, a thought out information architecture and user flow guided screen designs.

Mid-fidelity Prototype

The Mid-fidelity prototype connected the primary user flow of ordering the grocery items, cart management, and claiming the rewards, so that prototype could be used in a usability study with users.

Usability Study

I conducted unmoderated usability testing with eight participants. Findings from the testing helped guide the designs from wireframes to mockups.

Insights

Users struggled to edit items directly from the cart, adding unnecessary friction to a flow that should feel effortless.
Users wanted to see the reviews of each available product before making decision, which was missing in current design.

Refining The Design

Mockups

Accessibility

Mockups

Informed by both the initial research and usability study findings, I redesigned the end-to-end shopping experience: streamlined navigation, a rebuilt checkout flow with fewer steps and clearer progress indicators, in-cart editing, and product review integration.

View the live website here ” https://rawayeti.com/ “

Accessibility Considerations

Provided access to users who are vision impaired through adding alt text to images for screen readers.
The choice of color palette and typography meets accessibility criterion of WCAG.
Used intuitive icons to help make navigation easier.

Outcomes and Reflections

Impact

Takeaways

Next steps

Impact

The redesigned website delivered measurable results: a 35% increase in traffic and a 30% improvement in conversion rate. These numbers validated the core hypothesis; that the original experience was actively losing customers who were already motivated to buy.

What I learned

This project reinforced how much small friction points can shape user behavior at scale; a single confusing step in checkout was costing real conversions. It also deepened my appreciation for context-specific research: the Urdu/English label mismatch would never have shown up in a standard usability test. You only find it when you listen closely to users describing their real experience, not just their behavior on screen.

Next Steps

Mobile performance optimization is the immediate priority; a growing share of Rawayeti's users are on smartphones, and load time directly impacts bounce rate.
Integrating AI-driven product recommendations and personalized content could meaningfully improve both engagement and average order value.

Rawayeti

Redesigned E-Commerce experience that increased conversion rate by 30%