Nobody was dropping off because of one broken screen. They were dropping off because small frictions stacked up — across discovery, evaluation, purchase and everything after it. So I stopped redesigning screens and started redesigning the decision system they sit in.
I audited the journey from first listing view to post-order support. No single catastrophic screen — instead, four smaller failures that each cost a little and together cost a lot.
Jewellery shoppers browse visually and decide carefully. The same person wanders, then compares, then wants to be out of checkout in ninety seconds — and each mode needs the interface to behave differently.
Once flow continuity became the organising principle rather than screen quality, each surface started setting up the next one instead of competing with it. That reframing is the single most useful thing I did on this project.
Challenge, what we learned about why it was happening, and what I did about it.