Prinker Ecommerce

Prinker's existing ecommerce platform suffered from an outdated visual design and a fragmented user journey. The path from product discovery to checkout had multiple friction points that contributed to high cart abandonment rates.

Internally, the marketing team was bottlenecked by an inflexible CMS that required developer support for even minor content updates. Campaign launches were delayed by days, and the disconnect between content and commerce created an inconsistent brand experience.

• Checkout flow required 6 steps with redundant form fields
• Product pages lacked social proof and comparison capabilities
• CMS required technical knowledge to update, creating content bottlenecks
• Mobile experience was an afterthought with poor responsive behavior

Context & Business Goal

Prinker, an iF Design Award and Red Dot 2020 winner, was entering Ukraine with zero market presence. My partner and I became an official Ukrainian distributor, and needed an e-commerce website to convert curious visitors into buyers of a €300+ device that most people had never seen before. The core challenge wasn't just visual design, it was answering a deeper question: how do you sell something people don't yet understand?

Design Process

Discovery

As the product was innovative with no direct Ukrainian competitors, I conducted stakeholder interviews with the Korean HQ via Zoom calls and email. Their key insight shaped the entire content strategy.

"The most efficient way to attract a customer is to use videos or photos." — Korea Prinker Inc.

Competitive Benchmarking

I analyzed two Prinker websites — a local Korean site and the international site — to understand what worked visually and structurally.

"The international site's dual-path navigation (Personal / Professional) validated my hypothesis that two separate audience journeys were needed."

User Research

I conducted a screener survey followed by contextual interviews across 3 user types to understand motivations, concerns, and mental models.

• Video materials work best as advertisement — the wow-effect drives sales
• Most sales come from personal-use B2C buyers
• Business owners need purpose and benefits clearly stated
• Website needs two paths: For Myself / For Business

User Journey Map

To understand key user touchpoints and identify potential drop-off points, I created a user journey map. It highlights obstacles users may face across the experience and surfaces overlooked gaps. The map also reveals opportunities and solutions that informed product improvements.

Affinity Diagram & IA

Persona

To align stakeholders and keep user goals central throughout design, I built a persona based on the most common customer type — an event agency owner seeking a competitive edge.

Adopted a "Mobile-First Commerce" strategy, rebuilding the experience from the smallest screen up. Every interaction was optimized for thumb-friendly navigation and minimal cognitive load during purchase decisions.

For the CMS, the strategy was "Editorial Autonomy" — giving the marketing team full control over content layouts, product storytelling, and campaign pages without requiring any developer involvement.

• Streamlined checkout from 6 steps to 3 with progressive form validation
• Component-based page builder for the CMS with drag-and-drop sections
• Shipping cost calculator visible on product pages, not hidden until checkout
• Mobile-first responsive grid with touch-optimized interactions

Final Homepage Design

I designed the homepage to be clean, fast-loading, and education-first — leading with a strong USP headline, product video, and clear dual navigation paths for personal and business buyers.

Logo always returns Home

Dual-language toggle UA/RU

USP headline above the fold

Scroll-to-top persistent button

Discount feature + sale tags on products

Key Design Decisions

Exit Intent Popup

To understand why visitors left without buying, I designed an exit-intent popup asking one focused question with 3 predefined answers plus a free-text option. This turned anonymous drop-offs into actionable product data.

Guerrilla Usability Testing

Before launch I ran guerrilla usability testing with 5 participants across 5 key tasks — save a product, contact the seller, buy a device, change language, find delivery info.