# FitLine: E-commerce Experience

> Led the redesign of e-commerce, checkout and payment applications for 500,000 monthly active users across 45+ countries.

- **Role:** Sole Product Designer
- **Timeline:** 15 months
- **Scale:** 500,000 MAU, 45+ countries

## Problem

FitLine's e-commerce was outdated, visually unappealing, lacking many modern features. There were also two separate websites — one for marketing content and one for shopping. This created a disconnected experience that was hard to navigate and lacked the information customers needed to make confident purchases.

## Checkout and payments

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

## Mascots and the design system

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.

## Results

- Average session engagement rate increased by XXX%
- Accessibility score went up from 32 to 96 points

## What I took from it

- Got better at presenting my design decisions to stakeholders
- Learned how to balance design vision with technical limitations

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