GALAXY DISPLAYS | ~5 min read TIME

A cleaner, faster experience for trade show resellers.

I led the full e-commerce redesign for Galaxy Displays, a trade show supplier catering to resellers across North America. The outdated site lacked structure, mobile performance, and modern conversion practices. I overhauled the entire shopping experience by redesigning product pages, categories, and the full buying flow to simplify decision-making and improve CRO.

PROBLEM

The platform felt outdated and didn’t build enough trust with users seeking local automotive services.

SOLUTION

Refresh the brand and UX to create a clearer, more trustworthy experience for drivers.

MY ROLE

Led the full brand and UI/UX redesign, logo, identity, and site, to improve clarity and credibility.

Discovering

Revealing performance breakdowns.

A Lighthouse audit exposed major speed and usability issues, with a performance score of 42. Long load times, broken layout shifts, and heavy assets led to a frustrating experience for users, especially on mobile. These issues made it harder to browse, compare, and complete purchases with confidence.

Lighthouse report for the original site showing a performance score of 42

I audited the navigation and saw users struggle to move through the site. Overcrowded dropdowns and unclear labels made it hard to browse by size or style, leading to confusion, slower decisions, and early exits.

Friction in the upload process.

Uploading graphics is essential for resellers, but the option was hard to find and lacked guidance. This added friction at a high-intent moment. Improving its visibility and clarity could reduce hesitation and support stronger conversions.

Outdated product experience.

Cluttered product pages and unfiltered categories made it hard to compare options. Dense text, small thumbnails, and no clear value props slowed decisions and hurt conversions.

Original product category page — Product Category.

Defining

Uncovering a clearer way to shop.

User research surfaced navigational friction and decision fatigue. I proposed “Shop by Style” and “Shop by Size” as top-level navigation patterns - clear mental models that aligned with user intent and simplified product discovery.

Wireframes exploring Shop by Style and Shop by Size navigation — Mental models explored.

Outlining the optimized buying flow.

To improve clarity and reduce friction, I mapped a more streamlined buying journey with fewer steps and clearer decision points. The updated flow guides users from homepage to checkout in a direct, intuitive path, minimizing distractions and supporting faster repeat purchases.

Buying flow from the homepage through product selection, checkout and artwork upload

Developing

Structuring a clearer homepage.

I redesigned the layout to prioritize clarity and hierarchy. The wireframes guided users to key categories faster, using simplified sections and clear entry points to boost engagement from the first click.

I restructured the navigation to better match how resellers browse, by booth style and size. This replaced outdated, vague categories with more intuitive paths, helping users reach the right products faster and compare options more confidently.

Optimising the product page for decision-making.

The product page wireframes focused on improving scanability, option selection, and flow to checkout. I removed visual clutter, emphasized pricing and options, and streamlined the layout to guide users smoothly to checkout.

Delivering

From wireframes to polished interface.

Building on the wireframes, I crafted a clean, conversion-optimized interface. The updated homepage prioritizes product visibility, simplifies entry points, and reinforces trust through visual clarity and strong hierarchy.

Redesigned Galaxy Displays homepage on a laptop

Top of the redesigned homepage with the Firefly Series banner and top-selling booths — Prioritize product visibility for fast decisions.

Lower part of the redesigned homepage with reviews and footer — Anchor trust through feedback and flow.

Product pages built for action.

Each product page was redesigned to support quicker decisions. Customization options are now easier to scan, pricing is clear, and templates are accessible upfront. Every element is structured to reduce friction and improve conversion.

The final experience made it easier for users to browse by booth style or size, compare products, and move through the purchase flow with confidence. Improved navigation and layout clarity directly supported quicker decisions and a smoother buying journey.

Improved discoverability of upload action.

Results

Outcome, insights & next steps

Although the site has not yet launched, the redesign introduced a clearer structure, stronger navigation, and a streamlined product flow. The updated system is built to support better conversions, faster decision-making, and easier scaling across product lines.

Reflections & learnings

This project reinforced the importance of approaching e-commerce design with a conversion-first mindset. Simplifying flows, clarifying navigation, and designing for how real users shop helped me stay focused on outcomes that drive value. It also strengthened my ability to turn outdated systems into clear and effective user experiences.