The Challenge
Constela Group faced a critical issue: their eCommerce platform was struggling to convert traffic into actual sales. Despite having a strong product offering, the user experience presented friction points that negatively impacted navigation, product discovery, and the decision-making process. Bounce rates were high, and many users left the site before completing their purchases.
Additionally, the internal team lacked the tools and methodologies needed to continuously optimize the platform based on consumer behavior trends or seasonal campaigns.
Type of Service Contracted
- Strategic consulting in digital customer experience
- Full UX/UI redesign of the eCommerce platform
- AI and behavioral analytics tool integration
- Internal training and skill transfer
Enabling Tools
- eCommerce Platform
- AI Engine for recommendations
- Experience Heatmaps
The Solution
ICX Consulting delivered an end-to-end solution focused on optimizing the customer experience within the eCommerce environment. The approach was structured around three core pillars:
UX Redesign Based on User Behavior
The entire digital journey — from homepage to checkout — was audited to identify friction points. The new design prioritized visual clarity, intuitive navigation, and a clear information hierarchy, with a mobile-first mindset.
AI-Powered Product Recommendation Engine
An intelligent recommendation engine was integrated to personalize the shopping experience. By analyzing browsing and purchase behavior, the platform could dynamically suggest relevant products, increasing perceived value and encouraging longer user sessions.
Internal Enablement for Continuous Improvement
ICX trained the marketing and commercial teams to analyze heatmaps, run A/B tests, and make data-driven decisions. This empowered them to iterate the platform continuously without relying on external teams.
While full results are still being tracked, early projections show a +20% increase in conversion rate, longer session durations, and a significant drop in cart abandonment. The AI-powered recommendation engine has already begun driving a higher average order value.
