Fixed a conversion-killing configurator flow

Context

Ditur sells watches at accessible price points — the kind of shop where the box concept’s bundled savings feel genuinely compelling to buyers, and where each additional watch in the box is meaningful incremental revenue for Ditur.

The problem I cared about

The configurator asked customers to commit to a quantity before revealing which watches were available or what the box slots looked like. That’s a high-friction decision point with no context — the kind of thing that kills conversion not because the product is bad, but because the sequence is wrong.

What I did

I redesigned the configurator as a one-watch-at-a-time flow. Instead of front-loading the quantity decision, each step surfaces the savings available if you add another watch — turning a commitment into an ongoing, value-driven nudge. The customer never has to pre-plan; they’re motivated by real value at each step.

On the PDP, I audited the information hierarchy for mobile — reordering pricing elements (price, discount, percentage) so they land in a logical sequence, and improving variant and size selection. In checkout, I flagged a perceived load issue where any cart update blocked the entire page, and mapped several navigation and target size improvements.

What I learned

A 15-hour scope forces prioritization decisions that are themselves a design skill. I chose to go deep on the box configurator because it was the one area where the client’s instinct (“the concept is confusing”) pointed to a structural UX problem, not just a surface fix.