Denys Ishchenko | Product Designer

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FitLine E-commerce Experience

FitLine
E-commerce Experience

Led the redesign of e-commerce, checkout and payment applications for 500,000 MAU.
fitline.com

FitLine’s e‑commerce was outdated, visually unappealing, lacking many modern features. Also the we had two different websites: one for marketing content and other one for shopping. This created a disconnected experience that was hard to navigate and lacked the information customers needed to make confident purchases.

FitLine’s e‑commerce was outdated, visually unappealing, lacking many modern features. Also the we had two different websites: one for marketing content and other one for shopping. This created a disconnected experience that was hard to navigate and lacked the information customers needed to make confident purchases.

My Role:
Sole Product Designer

Timeline:
15 months

Scale:
500,000 MAU,
45+ countries

Redesigned the Checkout process and Payments to be faster, simpler, and more trustworthy.

Redesigned the Checkout process and Payments to be faster, simpler, and more trustworthy.

We worked together with our Graphic Designer to design custom mascots for empty states.

We worked together with our Graphic Designer to design custom mascots for empty states.

Created a design system from scratch to unify visuals and interactions, streamline developer handoffs, and keep the shop consistent and scalable for future updates.

Created a design system from scratch to unify visuals and interactions, streamline developer handoffs, and keep the shop consistent and scalable for future updates.

Results:

Average session engagement rate increased by 448%

Accessibility score went up from 32 to 96 points.

My Learnings:

Got better at presenting my design decicions to stakeholders

Learned how to Balance Design Vision with Technical Limitations

Drop me a message :)

me@heydenys.com

©2026

Drop me a message :)

me@heydenys.com

©2026

Drop me a message :)

me@heydenys.com

©2026