Driving sales through redesigned journeys and platform led expansion
Redesigned the Konnekt app with two key goals: improving the checkout experience and re-architecting the product into a scalable platform capable of supporting multiple services and future expansion. The initiative reduced checkout time by 30%, lowered user drop-offs by 22%, and contributed to sustained revenue growth.
This project was an exploratory initiative by the KOKO Design Lab, aimed at leveraging digital technology to improve the quality of life for underserved consumers. The Konnekt app had launched as a retail platform about 10 months prior, and the team had already gathered initial learnings through user research and business dashboards. We began with a focused dipstick research study, followed by a week-long co-creation workshop to align on opportunities. The redesign focused on optimizing the shopping journey—making it shorter, faster, and more flexible.
The engagement went beyond interface optimization. While we streamlined the shopping journey to make it faster, simpler, and more flexible, the larger strategic shift involved re-architecting the product from a transactional retail app into a modular, scalable platform—designed to support multiple services and future ecosystem growth.
I led the engagement across research, strategy, workshop facilitation, and end-to-end UX design. While I partnered with a visual designer on high-fidelity UI, I was responsible for shaping the product vision, defining the experience strategy, and guiding key design decisions.
The broader cross-functional team included research, product, business strategy, and engineering partners, ensuring alignment between user needs, business objectives, and technical feasibility throughout the project.
Analysis of the user research and business dasboards
Deep dive workshop
Opportunity mapping and strategy
Low fidelity wireframes
Usability and feature testing
Information architecture
Wireframes and visual design
Usability testing
Design refinement
Review of the developed UI
Analysis of the user research and business dasboards
Monitoring the impact
Context Setting
Ideation
Prototyping
Testing
Roadmap
Deep Dive workshop
A week-long deep-dive workshop helped define the next evolution of the Konnekt app.
Activities included:
Field immersion and intercept interviews
Persona identification
User journey mapping
Identifying friction points and opportunity areas
The outcomes informed the product strategy and feature roadmap.
User journeys were refined through affinity mapping and clustering sessions, helping the team identify key friction points and opportunity areas. These insights were then translated into clear design directions, which were reviewed and prioritized with stakeholders to guide the next phase of product development.
Some of the Insights and directions:
Navigating the App Required Skills Many Users Were Still Developing – The experience should reduce navigation complexity and make product discovery feel obvious rather than exploratory.
Digital Commerce Was Being Measured Against Familiar Retail Rituals – The digital experience should mirror the simplicity and speed of familiar retail interactions, minimizing friction and unnecessary steps.
Price Volatility Created Purchase Anxiety – The product experience should build confidence around pricing, helping users understand and trust what they are paying.
Low-fidelity wireframes and prototypes were created on the final day of the workshop and shared with the research team for validation. A structured questionnaire was developed to evaluate the proposed features and design directions, with a focus on identifying clarity, resonance, and any strong user aversions.
The information architecture was redesigned to support existing features, upcoming enhancements, and future services. We structured it to be modular and flexible, so new offerings could be added without disrupting the overall experience.
This shift helped evolve the product from a single retail app toward a more platform-like experience. At the same time, we streamlined the core buying journey to reduce friction, enable faster checkouts, and make everyday interactions simpler and more intuitive.
Key highlights
Checkout time reduced significantly
Abandonment percentage reduced by 22%
Overall revenue saw a good impact
The application got a good flexibility due to addition of navigation on the home page
Average revenue per customer increased
Multiple features were added and few are in pipeline
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© 2026 Atul Koleshwar. All rights reserved.
Work created at various companies is shown for portfolio purposes only and remains their property.