To redesign an e-commerce flow, I focus on ruthless friction elimination—specifically simplifying the checkout funnel and optimizing the PDP for trust and conversion. This proprietary, data-backed approach targets immediate uplifts in Conversion Rate (CR) by validating the purchase, while strategically inserting smart cross-sells to boost Average Order Value (AOV). I executed this precise methodology for brands like Nespresso and cannabis-e-commerce leader Zamnesia to turn hesitant browsers into confident buyers.