A digital store experience designed for EDP, Portugal’s leading natural gas supplier, focusing on usability, clarity, and consistency across devices, while streamlining the entire journey from product discovery to checkout.
Overview
The project focused on designing three essential user flows for EDP’s digital store: product search, favorites, and checkout. Each of these touchpoints represented a critical stage in the customer journey and a clear opportunity to reduce friction, improve usability, and increase overall engagement.
Built entirely in Figma, the flows were designed to provide a smoother path from discovery to purchase, ensuring a consistent experience across desktop and mobile. The emphasis was on clarity, speed, and trust, with scalable layouts that could support EDP’s ongoing digital growth.
Challenge
EDP needed a modern digital storefront that simplified the purchase process for their customers. Their existing flow created friction at crucial steps like product discovery and checkout, which led to user drop-offs. The challenge was to redesign these critical screens with a focus on usability, reducing complexity while maintaining trust and clarity. At the same time, the new design had to feel consistent across platforms and scalable for future digital needs.
Solution / Approach
The design process began with a careful review of the existing customer journey, mapping where users encountered difficulties and identifying moments where clarity could be improved. Wireframes were then created in Figma, with a strong emphasis on simplicity and speed of interaction.
The product search was restructured to make filtering and discovery more intuitive, while the favorites screen was refined to allow for smoother item management and comparison. The checkout process, a critical step in the journey, was redesigned as a clear and guided flow, reducing cognitive load and supporting higher conversion rates.
Every element was developed to be responsive, ensuring that the experience remained consistent and intuitive across both desktop and mobile platforms. Visual refinements, a clean hierarchy, and thoughtful interaction design reinforced trust and usability, while the scalable system was prepared to adapt to future digital needs. This approach not only addressed immediate challenges but also positioned the platform as a reliable and user-centered solution.
Overview
Streamlined Product Search
– A redesigned search flow with improved filtering and results presentation, making discovery faster and more intuitive.
Optimized Favorites Screen
– Clearer structure for managing and comparing saved items, allowing users to return to products with confidence.
Simplified Checkout Flow
– A step-by-step checkout process designed to reduce friction, guide users clearly, and increase conversions.
Designed Fully in Figma
– Every stage of the process, from wireframes to high-fidelity UI, created in Figma for precision and collaboration.
Responsive Layouts
– Interfaces carefully adapted for both desktop and mobile, ensuring consistency and usability across devices.
Scalable Design System
– A flexible foundation built to support EDP’s ongoing digital growth and future feature integration.
Results / Impact
The redesigned flows created a frictionless customer journey, improving clarity and speed at every step of the shopping experience. By focusing on usability and consistency, the project helped EDP deliver a more trustworthy and user-friendly digital storefront. The optimized search and checkout flows reduced drop-offs, while the favorites feature increased re-engagement, positioning the platform for higher customer satisfaction and scalability.
