Director
Min Bui
Table of Contents:
Project Overview
Project: Complete E-commerce Website Redesign
Platform: Responsive Web (Mobile-First)
Services: UX Audit, UX Strategy, CRO Architecture, UX/UI Design, Product Story Frameworks, Trust & Authenticity System, Mobile Conversion Flow
“We always put effort into curating authentic luxury bags, but our old site didn’t reflect the quality of what we sell. UXphoria brought structure, clarity, and trust into every page. The redesign made it so much easier for new customers to understand us and feel comfortable buying high-value items online.”
Fobe Team
The Client
Fobe is a curated luxury-resale platform offering authentic designer handbags at more accessible prices. Each item is hand-selected from the Fobe membership community and resold through their ecommerce storefront. As a growing luxury ecommerce brand, Fobe needed a site aligned with luxury ecommerce UX design standards and modern UX strategy for ecommerce.
But even though Fobe had strong products and a loyal social following, their website didn’t reflect the trust, transparency, or premium experience required to buy high-value second-hand items online – especially for shoppers who expect a high-conversion product page design and a trust-based ecommerce design from any luxury ecommerce website.
Before working with UXphoria, Fobe had:
A website that didn’t clearly explain what Fobe offers
A mobile experience that required too much effort
Weak PDPs that made buyers hesitate
No strong trust or authenticity framework
No consistent visual identity for luxury resale
Low clarity on bag condition, origins, or value
A checkout flow that lacked reassurance
Fobe’s goal was simple:
“We need a website that increases confidence, reduces hesitation, and helps customers feel 100% safe buying second-hand luxury online.
The Challenge
Luxury resale is a high-trust, high-hesitation category.
Users don’t just browse, they scrutinise.
Through our ecommerce UX audit, several challenges appeared immediately:
1. Buyers Didn’t Understand Fobe in the First 5 Seconds
The homepage didn’t answer the basic questions:
What is Fobe?
Are the bags authentic?
Why are the prices lower?
Uncertainty → hesitation → bounce.
2. Product Pages Weren’t Built for High-Value Purchases
The old PDPs lacked:
Authenticity reassurance
Condition scoring
Clear photos of flaws
Price justification
Trust modules
Urgency cues
For luxury ecommerce, PDP clarity is core to high-conversion product page design and conversion rate optimization for ecommerce.
Users hesitated at the exact moment they needed clarity.
3. Mobile Buying Was Slower Than It Needed to Be
Most buyers come from Instagram on their phones.
But the layout required extra scrolling, unclear CTAs, and inconsistent spacing, all limitations that prevent a true mobile-first ecommerce design experience.
4. The Checkout Flow Didn’t Inspire Confidence
The original PDPs didn’t guide users through:
Security
Authenticity
Return clarity
Installment visibility
None were clearly presented.
5. No System for Building Long-Term Loyalty
High-value buyers need follow-up care and connection.
The existing experience ended the moment the order was placed.
The Solution
UXphoria rebuilt the entire website, visually, structurally, and strategically.
Our goal was clear:
Build a luxury resale website that feels trustworthy, intuitive, and effortless, especially for first-time shoppers, where mobile-first ecommerce design matters most.
Fobe gained:
A clear value story
A trust-led homepage that explains authenticity instantly
Mobile-first flows designed for quick scanning
PDPs built like high-performing sales funnels inspired by CRO for ecommerce best practices
A condition system that reduces risk and uncertainty
A stronger checkout experience aligned with ecommerce checkout optimization
A visual identity that feels premium, calm, and credible
At every step, we removed friction and built an experience that answers user questions before they wonder, the core of any successful ecommerce website redesign case study.
The Process
Phase 1: User Understanding & Behaviour Insights
Luxury resale shopping is driven by confidence. To redesign Fobe’s experience, we needed clarity on where buyers hesitated, what information they looked for first, and which trust cues mattered most, a critical part of any ecommerce UX audit for high-value items.
This phase uncovered how real customers behave when evaluating high-value second-hand items, especially on mobile, where mobile-first ecommerce design impacts conversion most.
What UXphoria Did
Analysed buyer behaviour across mobile sessions to identify where users slowed down or abandoned, helping Fobe understand the exact friction points blocking conversions, a key step in CRO for ecommerce.
Mapped trust triggers such as authenticity cues, condition details, and flaw visibility, allowing these elements to surface earlier in the PDP flow.
Reviewed competitor patterns in luxury resale to align Fobe with shopper expectations while keeping its unique brand feel.
Tracked scroll depth and tap heatmaps to determine the ideal placement of key information, ensuring faster comprehension in the first 3–5 seconds.
Segmented customer types by hesitation level so the redesign could speak clearly to first-time buyers, not just returning members.
Improvements
PDP abandonment reduced from 44% → 35%
Users reached trust cues 2× faster
Early hesitation dropped by 18%
Mobile comprehension improved from 58% → 79%
Add-to-cart readiness indicators increased by 27%
Phase 2: Strategic Direction & Trust-First Architecture
A high-performing luxury resale site relies not on visuals alone, but on how the story unfolds as users scroll.
This phase rebuilt Fobe’s page hierarchy around clarity, predictability, and trust, ensuring customers always know where they are, what’s next, and why they should feel confident buying from Fobe, especially critical for luxury high-conversion product page design.
What UXphoria Did
Redesigned the homepage to communicate value instantly, giving users a clear understanding of what Fobe offers within seconds, aligned with trust-based ecommerce design.
Introduced structured pathways for first-time buyers, guiding them to key categories and PDPs more efficiently.
Simplified navigation for mobile scanning, making product discovery smoother and reducing decision fatigue.
Reordered sections to surface trust, authenticity, and brand story earlier, increasing emotional confidence before product exploration.
Answered key objections through placement strategy so users naturally moved toward purchase without feeling “sold to.”, supporting overall conversion rate optimization for ecommerce.
Improvements
Homepage bounce rate decreased from 52% → 38%
“What does Fobe do?” understanding improved from 5.4s → 2.3s
Deeper PDP entry increased from 32% → 48%
First-time visitor path clarity improved by 31%
Product discovery completion increased from 41% → 58%
Phase 3: High-Trust Product Page System
For luxury resale, PDPs are where hesitation builds, or trust is earned.
This phase transformed Fobe’s product pages into structured, high-conversion funnels designed to communicate authenticity, condition, and value instantly, a core element of high-conversion product page design and CRO ecommerce case study best practices.
What UXphoria Did
Introduced a clear condition scoring system so buyers could assess quality at a glance, reducing uncertainty and supporting luxury ecommerce UX design.
Added detailed flaw photography with zoom, showing the real item condition and improving transparency for high-value purchases.
Created a dedicated authenticity guarantee module to communicate verification steps and brand integrity.
Designed a “Why This Price?” justification block that explains resale value in simple, confidence-building language.
Strengthened trust with shipping, returns, and what’s included sections, placed where buyers naturally look for reassurance.
Added sticky mobile CTAs for easier purchasing without scrolling back up, essential for mobile-first ecommerce design.
Improvements
Add-to-cart rate increased from 12% → 17% (+42%)
Condition clarity decision time decreased from 9s → 4s
Interaction depth increased from 32s → 51s
Price justification clarity improved by 39%
Return-related hesitation dropped by 26%
Phase 4: Visual Identity & Luxury UI Redesign
The visual experience of a luxury resale brand must feel calm, intentional, and trustworthy.
This phase elevated Fobe’s entire aesthetic, ensuring every detail reflects the quality of the items they sell and supports a premium, trust-led shopping journey.
What UXphoria Did
Refined typography and spacing to create a modern luxury look that matched high-end competitors.
Developed a neutral, elegant colour palette that communicates trust and authenticity without overwhelming the products.
Standardised PDP and PLP layouts for consistency, making browsing smoother and easier for all user types.
Improved image framing and lifestyle pairing, helping customers better visualise item quality and condition.
Enhanced iconography and micro-interactions to create a calmer, more premium digital rhythm, strengthening overall UX strategy for ecommerce.
Improvements
Trust perception score improved from 6.1 → 8.4
Visual clarity rating improved from 54% → 83%
UI inconsistency issues reduced by 72%
Product detail comprehension improved 1.7×
Emotional confidence to buy increased by 23%
Phase 5: Checkout Confidence & Mobile Conversion Enhancements
High-value purchases require reassurance at every step.
This phase strengthened cart and checkout flows so buyers feel confident committing to expensive items – a core part of ecommerce checkout optimization and CRO for ecommerce.
What UXphoria Did
Highlighted Klarna and instalment options earlier, reducing financial hesitation for high-ticket items.
Added authenticity reminders throughout checkout, reinforcing trust at the most sensitive decision point.
Simplified cart flow with clearer hierarchy, reducing confusion and accidental exits.
Clarified shipping, returns, and guarantees directly inside the checkout experience.
Improved page load and interaction speed to reduce drop-offs on mobile.
Improvements
Checkout abandonment reduced from 61% → 43% (–29%)
Klarna usage increased from 18% → 29%
Checkout completion time dropped from 2.8min → 1.9min
Return-policy confusion decreased by 41%
Overall checkout confidence increased from 64% → 82%
The Results
The redesigned experience gave Fobe a website that feels clearer, faster, and far more trustworthy, exactly what luxury-resale buyers expect.
Launch Highlights
41% increase in add-to-cart actions
29% reduction in checkout abandonment
36% growth in first-time buyer conversions
Higher clarity and lower return-rate risk
Faster product comprehension on mobile
Users understood authenticity within 3 seconds
Stronger trust reflected in longer PDP engagement
Fobe’s website is now a gateway to purchase, not a barrier.
The Outcome
Future Considerations
To continue scaling its luxury resale ecommerce experience, Fobe can explore:
A loyalty program for early access and VIP drops
A referral system powered by social sharing
Deeper product storytelling through video walkthroughs
Post-purchase care guides for luxury bags
Automated review & UGC capture for stronger social proof
Each step strengthens trust and increases lifetime value.
READY FOR A LUXURY, HIGH-VALUE ITEMS WEBSITE THAT BUILDS CONFIDENCE AND INCREASES CONVERSIONS BY 36%?
Luxury resale doesn’t fail because of weak products, it fails when the experience doesn’t build enough trust.
You DON’T need another redesign that ONLY LOOKS GOOD.
You need a conversion-focused partner who knows how to reduce hesitation, elevate your brand, and strengthen buyer certainty at every step, the same approach that helped Fobe INCREASE CONVERSIONS BY 36% and LIFT ADD-TO-CART ACTIVITY BY 42% after their redesign.
At UXphoria, we design clear, trustworthy ecommerce experiences built for high-intent shoppers who need confidence before investing in high-value pieces.
If you’re ready to remove friction, build trust, and create a site that finally converts…
