Despite strong baseline conversions, the current state analysis revealed deep architectural flaws that frustrated professional users
Users were forced to navigate through complex, nested dropdowns just to reach a specific category.
Search results and category pages lacked any sorting or filtering capabilities, making product discovery a manual chore.
Double Filtering Confusion
Inconsistent logic forced users to choose the same product in two different locations, creating friction in the decision-making process.
No integrated Help Center existed to prevent cart abandonment, and there was no dedicated landing page to explain the benefits of the new "Subscribe & Save" model.
Problem Statement
Due to a compressed development schedule, I utilized Cursor for rapid prototyping and front-end development. This AI-native approach allowed me to move from low-fidelity wireframes to interactive, responsive prototypes in record time, ensuring a fast and seamless handoff to the engineering team.
Development & Strategy
restructured the iTero Store to function as a high-precision workspace, eliminating architectural friction to support fast-paced clinical environments.
Unified Search & Navigation
Replaced the nested dropdowns with a persistent, product-based navigation system. New sidebar for filtering and sorting, eliminating "double filtering" by centralizing product choices. This ensures that a doctor looking for a specific sleeve or part can find it in seconds, not minutes.
The "Subscribe & Save" Experience
Designed a dedicated landing page and integrated UI hooks to educate users on the benefits of recurring orders. By automating the reorder process for consumables, we shifted the user behavior from "manual hunting" to a "set-and-forget" model, securing long-term recurring revenue (ARR).
To support the high-revenue traffic, I embedded a Help Center directly within the store. Users can now track orders and find technical FAQs without leaving the purchase funnel, keeping the focus on the checkout process.
The Design Solution
