Shop Page Redesign
Role
UI Designer
Agency
FCB Chicago
Software
Figma
I spearheaded the redesign of Cox's Shop Internet page, transitioning it to a new design system and updating content to reflect new pricing and the integration of mobile services. By focusing on scanability, clear product offerings, and an intuitive buy flow, I delivered a dynamic and user-friendly experience that significantly improved customer engagement and conversion.
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What's the scoop?
Cox Communications was rolling out a new design system and, like a cherry on top, they were now offering mobile phone service. Our mission? To jazz up their Shop Internet page. The aim was to transition the page to the new design system and update all the content to reflect fresh pricing and promotions. We're talking about hitting three key things: giving users an easily scannable view of our product/package offerings, slipping in a module to promote Cox Mobile services, and making it super simple for customers to enter the buy flow. We wanted users to quickly see all their options and make a confident choice!
Timeline: 6 weeks from kick-off to final delivery
01 | Assess Current Design UI/UX
My first step was a thorough assessment of the existing Shop Internet page. The old horizontal pricing cards were a significant UX bottleneck. They made the page incredibly long and difficult to scan, forcing users to scroll excessively to compare plans. These cards offered very limited space for essential information which meant key details customers needed to make an informed decision were buried within small, legal-text-filled info boxes, creating a frustrating experience.
And true to form, the client had a clear desire to communicate several messages on the page,which from their perspective, were all top priority. This created a content hierarchy challenge because for the end-user, the primary goal is often just to see product offers and pricing. Balancing these stakeholder needs with an intuitive, user-first presentation was critical to avoid overwhelming visitors and ensure the page remained focused on its core purpose: facilitating plan selection.
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02 | Creative Development
Creative development spanned about a month, from kick-off to developer hand-off. A significant portion of this time was dedicated to designing the new pricing cards. The existing new design system components weren't initially built to house the complex pricing structures and feature comparisons needed for this page. This required me to heavily alter and innovate within the system, ensuring the cards were dynamic enough to be used across all shop pages while maintaining the integrity of the card structure, content hierarchy, and overall look.
While I was the sole designer in charge of redesigning these cards, I collaborated heavily with other designers on the team and our UX partners. This ensured the solutions were robust and aligned with broader design principles. It was a unique challenge working parallel to the new design system's ongoing development, often requiring real-time adaptation and creative problem-solving as components evolved.
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03 | Learnings
Reflecting on this project, several key learnings stand out. The newly designed pricing cards were a major win. By carefully adapting the new design system's components, I was able to create a solution that not only made product offerings easily scannable and digestible but also allowed for the necessary complexity without overwhelming the user. This strategic redesign directly contributed to the 15% increase in click-through rates to the buy flow, proving that a thoughtful, user-centric approach to displaying information can significantly impact conversion. The positive feedback from both the team and client underscored the effectiveness of this solution, as it elegantly solved a long-standing usability issue and provided a flexible component for future use.
This project also reinforced the importance of strategic content prioritization. By advocating for the user's need to quickly access pricing and product details, we ensured the page remained clear and effective, despite the many competing stakeholder priorities. Ultimately, by streamlining the user experience and making the path to purchase more intuitive, we empowered customers to make more informed decisions while boosting Cox's business objectives.