“People visit, they browse… but they don’t buy. Something in the experience feels off.” — Founder of YemeniShop

YemeniShop is an online store that connects people with authentic Yemeni products: from spices and coffee to handcrafted goods.

The founder noticed that many visitors were leaving the site before completing their purchases.

My task was to analyze the user flow, uncover usability issues, and redesign the platform to build trust and improve conversions while keeping its cultural identity at heart.