E-Commerce - Biggest Online Pharmacy Player in Germany, Under NDA

•Role: Senior Product Designer (UX/CRO) → owned discovery → design → experiment design → QA

•Partners: Category Management, Onsite Growth, PO, CX, Marketing, Dev, Analytics, Research

•Scope: Webshop + multi-country variants (EU), design system upkeep, rapid A/B testing

•Focus: Conversion, CTR, checkout friction, value proposition clarity, localization

•Outcome: +% PDP→cart CTR · +% overall conversion · −% checkout drop-off (A/B tested)

•Why it matters: Turned experimentation + UX into a repeatable growth engine while localizing for diverse markets.

Context

Market leader with 8M+ active customers and a broad OTC/beauty catalog operating web + apps across multiple EU countries. Competitive pressure and thin margins make CRO and UX velocity critical.

Client Feedback:

"Cansu is a great UX designer and definitely an enrichment for every team! She supported us within the CRO team at Redcare Pharmacy for more than two years. During that time she did not simply create designs for experimentation or implementation tasks but much more. Cansu did a lot of research and benchmarking for upcoming tasks, leading to great results. Furthermore, she deeply involved herself in refining the requests and aligning with relevant areas to strengthen the collaborative environment. I really appreciated her well-structured and organized way of working, always accompanied by her great and kind personality."

Mike GrzeszikSenior Onsite Growth Manager CRO

Problem

•High-traffic funnels showed friction (slow steps, confusing nav, weak value props).

•Localization gaps: intercultural UI needs across countries (content, trust cues, value copy).

•Experiment debt: ideas existed, but hypotheses, baselines, and success metrics weren't consistently defined.

Strategy

•Make the metric explicit: define baseline KPIs (conv., CTR, AOV, drop-off) per funnel.

•Value prop clarity: surface delivery, loyalty, and return policies at decision points (PDP/cart/checkout).

•Checkout simplification: reduce cognitive load (auto-fill, clearer steps, error handling).

•Navigation & findability: category IA + faceting tuned to real customer language.

•Localization system: country-specific content patterns and trust elements (badges, payment prefs).

•Design system hygiene: components, states, and tokens that speed test velocity and keep parity.

Results

•A/B program shipped iteratively across PDP, listing, and checkout → positive increase on sitewide conversion.

•PDP improvements (above-the-fold content, dosage info, trust badges) → positive increase on add-to-cart CTR.

•Checkout trims (address auto-complete, validation, sequence) → reduced drop-off.

My role & leadership

•Co-ran the UX × CRO loop: hypotheses → prototypes (Figma) → instrumentation plan → A/B setup → readout.

•Partnered with POs and Growth to prioritize experiments by impact × effort × confidence.

•Maintained and extended the design system (new components, variants, states; documentation).

•Led design QA and annotated tickets so Dev could ship test variants quickly and safely.

•Conducted intercultural research (country reviews, interviews, heuristic audits) to drive localized UI.

Solution highlights

•PDP value stack: delivery promise, loyalty savings, and safety info moved into the decision zone.

•Guided checkout: progressive disclosure, better defaults, and resilient forms.

•List → PDP path: clearer ranking signals, pill filters, and semantic bread crumbs to reduce pogo-sticking.

•Localized trust: payment options, seals, content tone, and units adapted per country pattern.

•Experiment templates: reusable spec for variant naming, tracking plan, and success metrics.

Process

Baselines & hypotheses

•Captured current funnel metrics; wrote 1-liner hypotheses (problem → change → expected metric).

•Example: "If we surface delivery cutoff and loyalty savings above the CTA, then PDP→cart CTR rises."

Prototyping & communication

•Built interactive Figma prototypes for stakeholder buy-in and quick user walkthroughs.

A/B testing & instrumentation

•Collaborated with Analytics to set primary/secondary metrics, guardrails (AOV, returns).

•Monitored tests; promoted winners; iterated on near-misses.

Localization research

•Compared content density, trust cues, and terminology across markets; codified into a localization playbook(copy blocks, icons, payment prefs).

Handoff & QA

•Redlined edge states, wrote acceptance criteria, and paired with Dev during implementation.

Learnings

•Trust is a feature: explicit delivery/returns and pharmacy legitimacy increased confidence at the moment of choice.

•Speed to test > perfect UX: shipping smaller, reversible bets created compounding gains.

•Localization ≠ translation: payment methods, units, and safety cues must match local expectations.

What I'd do next

•Expand the experiment backlog to post-purchase (subscriptions, reminders, app install).

•Build a country pattern library (do/don't, tone, imagery, compliance notes).

•Create a CRO playbook for squads: hypothesis template, tracking checklists, QA steps, and rollout criteria.