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
- Product Designer, sole UI designer
- Outcome
- +80% conversion rate · +50% lead generation
My Role
Product Designer, sole UI designer on the product
I owned the web experience of Extrim.vn as the only designer on the product, in the same five-person product team at Stradex. Most pages of the live site were redesigned; the top-up wallet and the shoe-anatomy booking were new.
- Team
- Product manager and product owner
- Outsourced development partners received the handoff; no in-house engineers
- A chain of physical shoe-care branches in Ho Chi Minh City completed the service the site sells
- What I owned
- The service ordering flow, including the tappable shoe diagram that replaced part-name dropdowns
- The prepaid top-up wallet with promotion and discount mechanics
- Two-way shipping booking, partial deposits, and the return-delivery confirmation
- The customer dashboard for current and past orders
- Site-wide information hierarchy, in Figma
- Strategy & collaboration
- Reframed the booking problem from teaching shoe vocabulary to matching how customers point at damage
- Designed the online journey around the offline service: pickup, branch work, and return inside one booking
- Borrowed a familiar prepaid-card model so the wallet needed no explanation
- Worked with the PM to read conversion and lead results as before/after comparisons, and reported them that way
- Handed off to outsourced developers with flows and states documented, not just screens
Context
Extrim is a Stradex-owned, web-only platform connected to a chain of professional shoe-care branches in Ho Chi Minh City. Customers can book cleaning and repair services, arrange pickup and return, manage orders, and pay through an account-based balance.
The product had to connect a digital ordering journey with a service completed through physical branches.
Reframing
The original repair flow asked customers to choose technical shoe parts—sole, welt, vamp, eyestay—from a dropdown. The interface assumed specialist vocabulary before a customer could describe a familiar physical problem.
Customers don't book by the name of a shoe part. They point at where their shoe is broken.
That observation changed the task from explaining terminology to matching how customers already recognized damage: by location.
Decisions
Let customers point to the damage
I replaced the terminology-first dropdown with a diagram of a real shoe. Tappable hotspots let customers select the damaged area and reveal repair services relevant to that location.
The visual model required more illustration and front-end work, but removed specialist vocabulary from the primary booking decision.
Connect prepaid value to repeat service
I designed an account-based wallet where customers could preload balance and receive promotions or discounts tied to top-ups. The familiar prepaid-card model connected repeat visits with a more predictable payment relationship.
The wallet added a concept to a service website, and its individual effect was not measured separately from the wider redesign.
Keep fulfillment inside the booking
Extrim collects shoes from the customer's address, services them at a branch, and returns them. I placed pickup, service selection, partial deposit, return address, and delivery estimate inside one journey instead of separating the logistics.
The flow carried more state per booking, but customers no longer had to coordinate fulfillment outside the service order.
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 finalized 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.
Delivery
I owned the web experience in Figma across service ordering, information hierarchy, the wallet, two-way shipping, partial deposits, and a dashboard for current and past orders. The redesign and new features shipped to production on the existing Extrim.vn platform.
Outcome
+80%
conversion rate
+50%
lead generation
Confirmed by the Product Manager via before/after comparison across the full user base — not A/B tested.
The Product Manager reported the +80% conversion result from a before-and-after comparison across the full user base, not an A/B test. The +50% lead-generation result was reported for the wider redesign; the available evidence does not isolate the contribution of an individual design decision.
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