Webolizma
Product
E-commerce
Skills
UI/UX Design
My Role
Junior Digital Product Designer
Date
May 15, 2024
Team
Kerem T.
About the Project
TUSAŞShop is an e-commerce platform representing the corporate brand value of Turkish Aerospace Industries, offering aviation-themed licensed products and collections. The goal of this project was to reflect the brand’s aviation identity through a modern and intuitive interface, while enabling users to discover products more quickly, filter more efficiently, and complete purchases with less friction.
My Role
In this project, We led the entire end-to-end design process with my team and shaped every design decision that brought TUSAŞShop’s corporate identity together with a modern e-commerce experience. I redefined user journeys, streamlined the homepage flow to strengthen product discovery, optimized category structures and filtering systems, and transformed product detail pages into clear, scannable layouts that support faster purchasing decisions. I created a consistent design system across desktop and mobile, aligning typography, iconography, spacing, and visual language with TUSAŞ’s aviation-focused brand identity. By rewriting all content with UX writing principles and structuring the interface around clarity and speed, I aimed to help users reach the right product with minimal effort while ensuring a strong conversion-driven experience.
Problem Statement
Key issues identified for TUSAŞShop:
The homepage looked crowded, and users couldn’t clearly understand where to begin.
Brand collections (KAAN, HÜRKUŞ, ANKA, etc.) were not clearly categorized, causing confusion in navigation.
Filtering options on listing pages were insufficient, making it difficult for users to narrow results.
Product detail pages were overloaded with information and lacked visual hierarchy.
The mobile experience lacked consistency with the desktop structure in many areas.
Research
User behaviors in e-commerce, content structures of aviation-themed brands, category-based discovery patterns, and mobile filtering habits were analyzed.
Detailed Findings
Users expect strong category direction on the first screen.
Clearly separated and iconized brand collections improve discovery.
Visibility of variants, stock information, and pricing accelerates purchase decisions.
The more visible the filter panel is, the longer users stay within the category.
Card-based technical information performs better than long text blocks on product detail pages.
Mobile users expect a fast “filter → view product → add to cart” flow.
Solution Approach
All content blocks were restructured to be clean, modern, aviation-themed, and focused on fast product exploration.
Detailed Solutions
The hero section was redesigned with bold imagery and strong typography.
Collections such as KAAN, HÜRKUŞ, GÖKBEY, and ANKA were separated using distinctive icons.
New Arrivals, Best Sellers, and Licensed Products were organized into dedicated modules.
An open filter structure was introduced to listing pages.
Technical details on product pages were converted into a clean table format.
A “Frequently Bought Together” module was added to drive conversions.
Mobile UI was optimized with large category and filter buttons for ease of interaction.
Design Principles
Our design approach for TUSAŞShop was built on combining a strong corporate identity with a simple and accessible shopping experience. We structured the visual hierarchy to support quick user decision-making, avoiding unnecessary decorative elements in favor of a clean, functional, and professional interface. To speed up category exploration, We incorporated minimalist iconography and clean product cards, while simplifying navigation and filtering components to remain intuitive across all devices. Clarity and accuracy guided my decisions for messaging, pricing, and technical information, ensuring a trustworthy and modern digital experience. At the core of all my design principles was the goal of enabling users to think less and decide faster.
Users now understand where to navigate within the first 3 seconds.
The homepage contained too many blocks, making it hard for users to decide which category or product to explore first.
Solution:
Brand collections were moved to the top using identifiable icons.
New Arrivals, Models, and Licensed Products were presented with distinct card structures.
Large promotional visuals were consolidated into a single hero area.
Users can now narrow down products quickly without losing orientation.
Filters appeared too late and lacked functionality, causing users to leave without making a decision.
Solution:
A persistently visible left-side filter panel was introduced.
The sorting section was made more prominent.
Product cards were redesigned to be cleaner, larger, and more information-focused.
Users can make purchase decisions significantly faster.
Product detail pages contained long descriptions, unscannable text, and confusing variant sections.
Solution:
Technical information was restructured into a readable table format.
Price, discount, and variant selections were grouped into a single clear block.
A “Frequently Bought Together” module was added to guide users toward complementary products.
This project reinforced how crucial visual hierarchy and simplified filtering systems are for large-scale e-commerce platforms. Also it's my first e-commerce project.
With the redesigned TUSAŞShop interface, the user experience became significantly smoother, more modern, and strongly conversion-oriented. The simplified homepage structure guided users to the right categories faster, while improved filtering and sorting modules enhanced the overall product discovery process. The clearer product detail layouts helped users make purchase decisions more quickly, and mobile-specific enhancements ensured consistent accessibility across all devices. Overall, the new design strengthened TUSAŞ’s corporate prestige in the digital space, increased user trust, and established a solid foundation for stronger e-commerce performance.
