UX/UI redesign & flow
optimization for an image
platform
Conducted a comprehensive UX/UI audit, identified 150+ usability bottlenecks, and streamlined the order creation flow from 7 steps to 3 for an e-commerce photo platform.
Business context
Path is a professional image editing platform for e-commerce retailers, marketplaces, photographers, and global brands. It provides handcrafted photo editing services of all types, enabling businesses to prepare marketplace-ready product imagery. Its quality and reliability are reflected in more than 11,000 five-star reviews on Trustpilot.
Project in facts
- E-commerce
- UK
- UX/UI designer, PM
- October 2025 - January 2026
- UX/UI Audit, UX/UI Design
- Figma, Google Analytics, FigPii
Challenge
As Path scaled its platform, the legacy interface struggled to support efficient user navigation. An unstructured information architecture, inconsistent UI components, and an outdated aesthetic hindered high-value user actions, directly depressing engagement and conversion rates. To reverse this trend, the client engaged Rubyroid Labs to conduct a UX/UI audit and execute an intuitive, conversion-optimized redesign.
Product goals
- Simplify navigation by establishing a clear, scalable information architecture
- Streamline the order flow to eliminate friction and boost conversions
- Reinforce brand credibility with a modern, cohesive design system
Solutions
Our team conducted a UX/UI audit using FigPii behavioral analysis, competitor benchmarking, and journey mapping to identify core conversion barriers. Based on these insights, we developed interactive prototypes to establish an intuitive information hierarchy and reduce cognitive load.
During the UX/UI redesign, we reorganized page layouts, standardized UI components, and introduced a unified visual framework. Most importantly, we streamlined the order flow from 7 steps to 3, eliminating checkout friction and reducing user drop-offs.
UX/UI audit
Identified 150+ usability issues through behavioral analysis and journey mapping
UX architecture
Reorganized layouts and navigation for faster access to key actions
Order flow optimization
Reduced the checkout flow from 7 steps to 3 to eliminate friction
Unified UI system
Standardized typography, UI components, and visual hierarchy
Email redesign
Updated transactional emails to match the new user experience and branding
Business impact
Result
Rubyroid Labs helped the client significantly improve usability, reduce friction in core user journeys, and strengthen overall platform performance.
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Clear content structure
Reorganized content into logical sections and headings, making key information easier to scan. -
New dashboard
Introduced a dedicated dashboard providing quick access to recent orders, creation flow, and key performance metrics. -
Improved mobile usability
Optimized the mobile interface with larger interactive elements and simplified forms to make it easier to use across devices.
Rubyroid Labs were able to provide us with highly skilled specialists at a very competitive rate. They met our expectations in all areas that we can think of.
Md Asaduzzaman, senior manager of IT division, Path 
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