SOS PUMP

For my graduation project at Avans, I investigated how UX design could reduce the mental workload of visitors on the SOS PUMP webshop and ultimately improve conversion. The challenge was to make a relatively technical product range easier to understand, particularly for visitors arriving through advertising who may have little prior knowledge of pumps. Through research into the customer journey, information architecture and user behaviour, I identified opportunities to reduce choice overload and friction throughout the buying process. I translated these insights into practical UX and e-commerce improvements, creating a clearer and more focused digital experience designed to help users confidently find the right product and take action. The project was awarded a 9.0.