ux audit
Driving a UX/UI conversion strategy across 5 countries for Kimberly Clark.
5 Countries
-40% User Friction
e-commerce strategy
ux audit
Driving a UX/UI conversion strategy across 5 countries for Kimberly Clark.
5 Countries
-40% User Friction
e-commerce strategy
e-commerce strategy
5 Countries
-40% User Friction
e-commerce strategy
THE STRATEGY
Mapping the Regional
Strategy of Analysis
Mapping the Regional
Strategy of Analysis
A comprehensive UX, UI, and CRO audit across 5 key regional distributor platforms. This study pinpoints cognitive friction, structural bottlenecks, and value proposition gaps—turning passive browsing into high-converting B2B and B2C architectures.
ANALYTICAL LAYERS
ENTRY VALUE — TRUST & SEARCH INTENT
Auditing initial cognitive impact and user expectations. Aligning above-the-fold messaging with search intent to eliminate early bounce rates.
PRODUCT VISUALIZATION — COMPONENT ANATOMY
Structuring visual hierarchy and technical specification clarity. Optimizing PLP/PDP layout mechanics and CTA contrast for effortless scanning.
LOGICAL SYSTEM — CONVERSION ARCHITECTURE
Eliminating navigation bottlenecks and dead-end UI loops. Streamlining B2B quotation flows, checkout paths, and instant communication triggers.
METHODOLOGY DYNAMIC
DATA POINTS
Extracting quantitative traffic, interaction, and behavioral metrics across all touchpoint layers.
FRICTION IDENTIFICATION
Correlating metric anomalies with UI gaps to isolate cognitive, visual, or logical bottlenecks.
THREE CORE DATA POINTS
ENTRY VOLUME
(Total vs. Unique Visits) to measure overall traffic reach.
DWELL TIME
To evaluate user attention vs. passive confusion.
BOUNCE RATE
To track drop-offs prior to key-flow activation.
FRICTION IDENTIFICATION STEP
By correlating high dwell time with elevated bounce rates, we pinpoint the exact friction point—defining whether the bottleneck stems from cognitive overload, banner blindness, or hidden value propositions Above-the-Fold.
UX ADVICE
Translating diagnostic findings into actionable design iterations, component fixes, and flow optimizations.
DATA POINTS
Extracting quantitative traffic, interaction, and behavioral metrics across all touchpoint layers.
FRICTION IDENTIFICATION
Correlating metric anomalies with UI gaps to isolate cognitive, visual, or logical bottlenecks.
UX ADVICE
Translating diagnostic findings into actionable design iterations, component fixes, and flow optimizations.
ENTRY VALUE — TRUST & SEARCH INTENT
Auditing initial cognitive impact and user expectations. Aligning above-the-fold messaging with search intent to eliminate early bounce rates.
PRODUCT VISUALIZATION — COMPONENT ANATOMY
Structuring visual hierarchy and technical specification clarity. Optimizing PLP/PDP layout mechanics and CTA contrast for effortless scanning.
LOGICAL SYSTEM — CONVERSION ARCHITECTURE
Eliminating navigation bottlenecks and dead-end UI loops. Streamlining B2B quotation flows, checkout paths, and instant communication triggers.
ANALYTICAL LAYERS
METHODOLOGY DYNAMIC
DATA POINTS
Extracting quantitative traffic, interaction, and behavioral metrics across all touchpoint layers.
UX ADVICE
Translating diagnostic findings into actionable design iterations, component fixes, and flow optimizations.
FRICTION IDENTIFICATION
Correlating metric anomalies with UI gaps to isolate cognitive, visual, or logical bottlenecks.
layer 1
Entry Audit Framework: First Touchpoint Friction Analysis
Entry Audit Framework: First Touchpoint Friction Analysis
To evaluate entry point performance across any digital product, we cross-reference traffic behavior metrics with interface interaction patterns.
DATA POINTS
ENTRY VOLUME
(Total vs. Unique Visits) to measure overall traffic reach.
DWELL TIME
To evaluate user attention vs. passive confusion.
BOUNCE RATE
To track drop-offs prior to key-flow activation.
MERCASID
DATA POINTS
Visitas mensuales
5534
Visitas únicas
3185
Tiempo de visita
00:45
Tasa de rebote
55,94%
MERCASID
DATA POINTS
Visitas mensuales
5534
Visitas únicas
3185
Tiempo de visita
00:45
Tasa de rebote
55,94%
FRICTION MERCASID
Hero Banner: Ceguera visual e invisibilización de los flujos clave
La disposición y saturación de elementos interactivos en el Hero principal imita un patrón publicitario tradicional, activando el fenómeno de ceguera de banners (banner blindness).
UX ADVICE MERCASID
Replaced passive banners with a split hero layout: connecting contextual product visuals directly to a clear value offerand an immediate CTA to products.
layer 1
Entry Audit Framework: First Touchpoint Friction Analysis
To evaluate entry point performance across any digital product, we cross-reference traffic behavior metrics with interface interaction patterns.
DATA POINTS
ENTRY VOLUME
(Total vs. Unique Visits) to measure overall traffic reach.
DWELL TIME
To evaluate user attention vs. passive confusion.
BOUNCE RATE
To track drop-offs prior to key-flow activation.
MERCASID
DATA POINTS
Visitas mensuales
5534
Visitas únicas
3185
Tiempo de visita
00:45
Tasa de rebote
55,94%
FRICTION IDENTIFICATION STEP
By correlating high dwell time with elevated bounce rates, we pinpoint the exact friction point—defining whether the bottleneck stems from cognitive overload, banner blindness, or hidden value propositions Above-the-Fold.
FRICTION MERCASID
Hero Banner: Ceguera visual e invisibilización de los flujos clave
La disposición y saturación de elementos interactivos en el Hero principal imita un patrón publicitario tradicional, activando el fenómeno de ceguera de banners (banner blindness).
FRICTION IDENTIFICATION STEP
By correlating high dwell time with elevated bounce rates, we pinpoint the exact friction point—defining whether the bottleneck stems from cognitive overload, banner blindness, or hidden value propositions Above-the-Fold.
FRICTION MERCASID
Hero Banner: Ceguera visual e invisibilización de los flujos clave
La disposición y saturación de elementos interactivos en el Hero principal imita un patrón publicitario tradicional, activando el fenómeno de ceguera de banners (banner blindness).
UX ADVICE
To resolve entry friction, we optimize the Above-the-Fold view by decluttering hero elements, surfacing an unambiguous value proposition, and placing direct primary CTAs that instantly transition passive visits into active flow progression.
UX ADVICE MERCASID
Replaced passive banners with a split hero layout: connecting contextual product visuals directly to a clear value offerand an immediate CTA to products.
/BUTTON/ TO PRODUCTS
/IMAGE/ MERCASID PRODUCT AND CUSTOMER PAIN
/TEXT/ - VALUE OFFER
layer 2
Product Visualization Framework: Component Anatomy & Heatmap Analysis
Product Visualization Framework: Component Anatomy & Heatmap Analysis
Structuring visual hierarchy and product specification clarity through predictive heatmap mapping. Optimizing PLP card mechanics, attention distribution across AOIs, and CTA contrast for effortless scanning and conversion.
DATA POINTS
Predictive heatmap attention analysis to evaluate scanning behavior (F-shape pattern) across the Product Listing Page (PLP) and assess visual distribution across key Areas of Interest (AOIs).
Predictive heatmap attention analysis to evaluate scanning behavior (F-shape pattern) across the Product Listing Page (PLP) and assess visual distribution across key Areas of Interest (AOIs).
FRICTION MERCASID
FRICTION PRODUCT VISUALIZATION MERCASID
Absence of Direct Purchase CTAs (Transactional Friction)
Component Information Deficit (Information Gap)
Misalignment Between Heat Points & Action Points
FRICTION IDENTIFICATION STEP
The PLP acts as a passive catalog: high visual engagement is wasted due to missing metadata, absent purchase CTAs, and misaligned interactive hotspots
UX ADVICE MERCASID
Transforming passive product cards into scannable, action-driven components by structuring key metadata, clear pricing, and a direct dual-CTA framework.
/IMAGE/ MERCASID PRODUCT AND CUSTOMER PAIN
/TEXT/ - VALUE OFFER
/BUTTON/ TO PRODUCTS
PRODUCT IMAGE
KEY SPECIFICATIONS
ADD TO CART
PRICING BLOCK
+ INFO
STATUS BADGES
DATA POINTS
Predictive heatmap attention analysis to evaluate scanning behavior (F-shape pattern) across the Product Listing Page (PLP) and assess visual distribution across key Areas of Interest (AOIs).
layer 3
Logical System Framework: Conversion Architecture & Funnel Efficiency
Logical System Framework: Conversion Architecture & Funnel Efficiency
Mapping system mechanics, navigation loops, and transactional flows. Eliminating architectural bottlenecks, reducing click-to-intent friction, and optimizing state management for seamless completion.
DATA POINTS
System flow and conversion architecture analysis evaluating funnel step efficiency, navigation loops, page-reload frequencies, and transactional drop-off points.
System flow and conversion architecture analysis evaluating funnel step efficiency, navigation loops, page-reload frequencies, and transactional drop-off points.
System flow and conversion architecture analysis evaluating funnel step efficiency, navigation loops, page-reload frequencies, and transactional drop-off points.
FRICTION IDENTIFICATION STEP
The platform operates as a non-transactional static catalog: deep nested navigation, full page reloads, and dead-end browsing loops prevent smooth conversion.
FRICTION MERCASID
Dead-End Navigation Loops (Funnel Bottleneck)
Absence of Asynchronous Cart Mechanics (State Loss)
High-Effort Conversion Path (Transactional Barrier)
UX ADVICE MERCASID
Flattens navigation depth and optimizes conversion architecture through an asynchronous mini-cart, frictionless checkout entry, and direct intent triggers
PRODUCT IMAGE
KEY SPECIFICATIONS
ADD TO CART
PRICING BLOCK
MORE INFO
STATUS BADGES
PRODUCT IMAGE
KEY SPECIFICATIONS
ADD TO CART
PRICING BLOCK
MORE INFO
STATUS BADGES
PRODUCT IMAGE
KEY SPECIFICATIONS
ADD TO CART
PRICING BLOCK
MORE INFO
STATUS BADGES
PPL GRID / LIST OF PRODUCTS
FILTERS
CATEGORIES
BRANDS
FORMATS
PRICE
STOCK
SEARCH BAR
CATEGORY LABEL
CART SYSTEM
