Simplifying Account Management for Shoppers
Phone off by 10:30
Morning walk
Focus session
Stretch for 5 minutes
Write journal
50M+
Users
4.7★
Ratings
1.16M+
Reviews
4
Countries
Before redesigning, I looked at how users actually interacte.
Clickstream analysis across the My Account page revealed that the experience had grown organically over time. While frequently used actions received the majority of interactions, several important services remained difficult to discover, and engagement patterns no longer matched the existing information hierarchy.
This became the foundation for every design decision.
Insights Data Analysis
Orders generated ~35% of all interactions
The most important task deserved stronger visibility and faster access.
Overall account interactions declined by 3%
Existing navigation wasn't scaling with new features and required a structural rethink.
Language behaviour differed across Android and iOS
Platform-specific behaviour highlighted opportunities for a more adaptive navigation strategy.
Secondary services had low discoverability
Users overlooked valuable features because of hierarchy and placement rather than feature quality.
Growing Features. Declining Clarity.
Instead of organizing the experience around internal product categories, I redesigned the hierarchy around real user behaviour.
The redesign focused on four principles:
Prioritize high-frequency actions.
Surface valuable but overlooked services.
Reduce cognitive load through clearer grouping.
Create a scalable structure for future product growth.
Stronger discoverability
Security: 1.87× increase
Notifications: 1.63× increase
Cards: 1.51× increase
Addresses: 1.19× increase
The Signed Out interaction decreased to 0.53×, aligning with the introduction of a new login confirmation flow. This reflected the intended product behaviour rather than a usability issue.
Every navigation decision was informed by clickstream analysis rather than assumptions, ensuring the redesign addressed real user behaviour while supporting business priorities.
