Services e-commerce — professional shoe care · 2024
Extrim
Letting customers book shoe repairs without knowing what a 'welt' is.
- Client
- Stradex Vietnam (owned product)
- Role
- UI/UX Designer
- Outcome
- +80% conversion rate · +50% lead generation
Context
Extrim is a chain of professional shoe care branches in Ho Chi Minh City — cleaning, repair, and accessory work — with a website that handles bookings, an account-based top-up wallet, two-way shipping, and an editorial blog. I joined Stradex with the site already live and worked on a redesign covering most pages and features, plus net-new design for systems like the top-up wallet.
Problem
The biggest friction in the original site was hiding in plain sight on the repair-booking flow. Booking a shoe repair required choosing the part to be repaired from a dropdown of technical names — sole, welt, vamp, eyestay, and so on. Most customers don't know those terms, and the dropoff at this step was significant.
Insight
Customers don't book by the name of a shoe part. They point at where their shoe is broken.
That reframing was almost embarrassingly physical. People know where the damage is — they just don't have the vocabulary. The interface should match how they actually think about the problem.
Decisions
Interactive shoe diagram with tappable hotspots
Replaced the dropdown of part names with a visual diagram of a real shoe. Each location on the shoe is a tappable hotspot. Tapping a location surfaces the specific repair services applicable to that part. From damage to booking in three taps.
More illustration and front-end work than a simple dropdown, but it removes the technical-vocabulary barrier entirely. This is the moment of the case.
Integrated top-up wallet
A prepaid balance loaded onto a customer card / account — mental model similar to a Starbucks card — with built-in promotion and discount mechanics tied to the top-up. Customers preload value and unlock perks; the business gets revenue forecastability.
An extra concept to introduce on a services site, but it stabilises both repeat visits and revenue timing once customers adopt it.
Two-way shipping baked into the booking flow
Extrim picks up the customer's shoes from their address, services them at the branch, and returns them. The booking flow was redesigned so logistics — pickup window, return address, partial deposit — sit inside the same flow as service selection rather than being a separate step.
More state to coordinate per booking, but consolidates the experience so customers don't have to coordinate logistics separately.
Pickup address
Customer enters the address Extrim should collect the shoes from, plus a pickup window. Saved addresses prefill if returning.
Address · Phone · Pickup window
Services & repair specs
Customer picks the affected region (from Decision #1), selects services, and adds repair notes. Quote updates inline as choices accumulate.
Region · Services · Notes · Quote
Return delivery confirmation
Return address (defaults to pickup), partial deposit, and date estimate confirmed in one screen — booking finalised without re-entering logistics.
Return address · Deposit · ETA
What the customer no longer coordinates separately
Pickup courier scheduling · branch drop-off logistics · return delivery booking. All of it collapses into the same submission as the service order — no second app, no follow-up phone call.
Execution
I redesigned the service ordering flow, the top-up system, and the information hierarchy across the site, and added the customer dashboard for current and past order management plus the partial-deposit payment flow. Web-only platform, designed entirely in Figma.
Outcome
These numbers come with a methodology note worth being explicit about: they were confirmed by the Product Manager via before-and-after comparison across the full user base — not A/B tested. Important to flag because experienced reviewers will ask, and pre-empting that question is part of the work.