Microsoft UK
Ecommerce Website Optimisaiton & Product Design
+50%
Increase in
Product conversion
+Ecosystem
Enhance product ecosystem
Brand USP & Product growth
Expertise
e-commerce, marketing, product design, web optimisation, CRO (Conversion Rate Optimisation)
Role
Grace Cheng: Led Microsoft UK and Ireland ecommerce marketing
Objective
Increase in product conversion and a measurable uplift in customer experience (CX), with tangible impact across Microsoft’s product ecosystem.
Solution
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Improve low engagement with B2B and B2C products by optimising the design of product categories, product listings, visual elements, quick links, filter tabs, and other key design components;
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Enhance product visibility across the entire user journey;
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Optimise navigation using clear, intuitive, and visually rich design elements;
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Encourage deeper engagement by prompting users to scroll through to the bottom of product pages.
Outcome
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50% increase in product conversion by enhancing user understanding and interaction with key products.
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Enhance product ecosystem by considering the entire ecosystem of the brand (i.e. proposition value) and product (i.e. product lists, rich filters).
NEW LAYOUT CONCEPT
New layout focused on increasing the visibility of main products and improving user flow through rich visual elements (e.g., quick links, tabs), enabling smoother interaction with categories and product lists, and facilitating quicker navigation to detailed product pages.
Takeaways
Data-informed, Human-centric
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Data-driven insights to monitor performance and uncover the "why" behind the outcomes, guiding priorities and decision-making.
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Human-centric user experience focused on accessibility and practical applications—aligned with business objectives and measurable KPIs.
Skills & Tools
UX/UI Design
Product Design
Customer Experience (CX)
Ecommerce
Marketing
SEO
Data Anlytics
"How" to present a new design concept is key
Frame the problem clearly
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Start by identifying the specific user or business problem.
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Reference supporting data points or patterns from past research or performance metrics.
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Focus on root causes and pain points.
Explain why it matters
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Highlight why the problem is important and urgent to solve.
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Tie it why: user impact and business goals.
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Make the stakes clear.
Introduce the concept thoughtfully
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Position it as a targeted response to the identified problem.
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Explain what’s new about the design and how it addresses the core issue.
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Show how it builds on previous findings while introducing new logic, patterns, or interaction models.
Show the expected impact
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Describe how the design will change user behaviour, simplify experience, and improve satisfaction, purchase intention, eventially product conver.
Define a measurement framework
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Lay out how success will be measured using quantitative metrics and qualitative metrics.
Strategic alignment
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Tie the new design back to the overall product vision or brand promise.
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Reinforce how it's built to improve performance, drive results, and enhance user experience in measurable ways.