iTourTranslator
Redesigned the information architecture, established a design system, and optimized the e-commerce and hardware/software purchase flows to improve usability and conversion.
Duration
5 months
Project Type
Web Design
E-commerce
Team
UXD - Grace Rao
Scope
User Flow, Information Architecture, Wireframe,
Design System, Hi-fi Prototype, Usability Testing.
OVERVIEW
About iTourTranslator
iTourTranslator is a cross-platform translation solution that combines software and hardware to support seamless global communication. Their offerings include browser plugins, mobile apps, and specialized hardware such as smart translation glasses and earphones, enabling travelers, professionals, and businesses to overcome language barriers in real time.
The Problem
Fragmented IA & Outdated UI: The website’s information architecture was disorganized and the UI no longer met user expectations or modern e-commerce standards.
No Direct Purchase Flow: As the company shifted focus to hardware devices, the site only displayed product info without checkout. Redirecting users to third-party platforms created friction, reduced trust, and hurt conversion tracking.
Limited Global Readiness: The platform lacked localization support and scalability, making it difficult to serve an expanding international user base.
The Outcome
Unified the brand website and e-commerce store, restructuring the information architecture and redesigning core interfaces.
Established a design system and refreshed the visual identity, ensuring consistency, scalability, and a modern brand presence.
Designed the end-to-end purchase experience for both hardware and software products, streamlining checkout, enhancing post-purchase visibility, and improving overall user experience.
8%
Decrease in
the bounce out rate
16%
Increase in purchase flow completion rate
CONSISTENCY AND EFFICIENCY
Design System
To ensure design consistency and facilitate collaboration with developers, I created a visual guideline and design system. This included defining foundational elements such as colors, typography, and layout grids, as well as building reusable components. The system not only streamlined the handoff process with engineering but also provided a scalable framework to support future iterations.
FINAL DESIGN
Homepage
I led a rebranding and UI upgrade, integrating the brand site and e-commerce into a unified experience (inspired by Apple’s approach). This not only strengthened brand credibility but also simplified the customer journey from discovery to purchase. On the homepage, I placed the flagship hardware devices prominently in the hero section with aspirational imagery to spark purchase interest. The flow then introduces the software offerings, features, and pricing plans, followed by a brand story and vision section that builds trust and communicates the company’s mission. This structure guides users from initial attraction to deeper understanding, ultimately increasing confidence and conversion.
Product page
I restructured the product detail page to create a clearer and more conversion-focused experience. Key improvements included adding Add to Cart and Checkout entry points directly on the page, making the purchase flow more intuitive. I also introduced step-by-step product setup guides and FAQs to help users better understand the product and reduce uncertainty. In addition, I added a review section with user ratings and images to build credibility and strengthen purchase confidence.
Checkout flow
I introduced a streamlined checkout flow that allows users to complete purchases in just three steps—from product page to cart to checkout. This eliminated the need to redirect customers to third-party platforms, reducing friction and increasing brand trust. By keeping the purchase process simple and contained within the site, I enhanced credibility and improved conversion rates.
Account system
I introduced an account system that allows users to manage their entire post-purchase journey—viewing order details, tracking shipments, requesting refunds, and writing reviews. This not only gave customers greater visibility and control, but also built trust, reduced support inquiries, and encouraged repeat purchases.
REFLECTION
Takeaways
As my first e-commerce and localization project, this work taught me how critical it is to design for the entire user journey—from discovery, to purchase, to post-purchase support. I learned that creating trust isn’t just about clean visuals, but about removing friction, providing transparency, and supporting users beyond the moment of checkout. Balancing global scalability with local needs also challenged me to think systemically, shaping how I now approach UX problems with both a business lens and a cultural lens.