OptimaPower

Executive Summary

As a Senior UX Designer, I led the digital transformation of OptimaPower’s e-commerce experience. The project represented a transition from a single-product MVP into a "one-stop shop" solution that bundles hardware with professional installation services. By introducing a guided selection wizard with simple educational content and personalization recommendations, we simplified a complex technical journey, resulting in a 28% increase in Average Order Value (AOV) and significantly boosted users confidence during the purchase phase.

The Challenge

• For the Business, Optima Power faced a critical growth plateau where a single-product MVP was failing to capture the full market potential. People were buying the main charger but going elsewhere for cables and setup help, which meant the company was missing out on bigger sales and higher profits. To grow, the business had to move from selling single parts to becoming an all-in-one shop that could automatically suggest everything a customer needed, taking the pressure off the support team to explain technical details over and over.
• For the Users, the experience was frustrating and unclear. Website analytics confirmed a major pain point: users were spending a long time on product pages but dropping off because they were too confused to actually commit to a purchase.

Discovery & Strategy

• Data-Driven Diagnostics (Quantitative): We began by analyzing the existing MVP’s performance data to identify exactly where the friction occurred. Analytics showed a high "Add to Cart" rate for chargers but a massive drop-off at the "Accessories" and "Installation" stages. This confirmed that users were overwhelmed when asked to customize their setup.
• User Heuristic Evaluation & Competitor Benchmarking: By comparing our flow to high-end consumer electronics and automotive configurators, we identified the need for a Guided Discovery model rather than a traditional e-commerce catalog.
• Stakeholder & Subject Matter Expert (SME) Interviews: We mapped out the repetitive questions sales reps asked customers to determine compatibility. This "decision tree" became the foundational logic for the Selection Wizard.

The Solution and key deliverables

• The Intelligent Selection Wizard. To make finding the right product easier, I designed a conversational wizard. Instead of asking for technical specs, we asked simple questions about daily life, like "Where do you park?", to automatically recommend the best charger and cable length.
• Regional Installation Checks. I integrated installation services directly into the wizard flow to support the "One-Stop Shop" goal. Users could enter their address to immediately see if professional installation was available in their area, ensuring they only saw services relevant to their location.
• Reducing Stress and Technical Errors. I added "I don’t know" options to help users who weren't sure about technical details. We also included a quick check for home appliances to make sure the user's electrical system could handle the new charger before they spent any money.
• Global Modular Framework: I designed a modular solution that could be easily adapted to different regional standards (e.g., NEMA plugs in the US vs. Type 2 in Europe) and unit measurements.