E-commerce UX research and optimization
Help your shoppers find the right product—and finish buying it.
Cognible helps e-commerce teams uncover and remove friction across product discovery, navigation, cart, and checkout.
Through UX research, information architecture, usability testing, and conversion analysis, we help you make better decisions based on how customers actually shop.
The problem
Traffic only matters when customers can buy confidently.
Customers may arrive ready to shop but leave because they cannot find the right product, understand their options, trust the transaction, or complete checkout without friction.
Analytics can show where customers leave. Research helps explain why—and what to improve.
- Confusing navigation
- Ineffective search and filters
- Difficult product comparison
- Mobile checkout friction
- Unclear payment and delivery information
- Cart abandonment
Product discovery
Help customers find the right product.
We research how shoppers navigate your catalog, interpret categories, use search and filters, compare options, and decide what to buy.
Methods & capabilities
- 01Navigation and taxonomy audits
- 02Card sorting
- 03Tree testing
- 04Search and filter evaluation
- 05Product-finding usability tests
- 06Product comparison research
- 07Product detail page research
Clearer categories and labels · More useful filters · Fewer navigation dead ends · Better product findability · Evidence-backed information architecture
Checkout conversion
Remove the friction stopping customers from buying.
We investigate what prevents shoppers from moving from cart to completed order, then prioritize fixes and testable conversion opportunities.
Research may cover
Prioritized checkout problems · Recommended fixes · Testable conversion hypotheses · Clearer transaction flows · Better evidence for design decisions
End-to-end commerce
Study the full journey from discovery to order confirmation.
For redesigns, replatforming, catalog expansion, or broader conversion initiatives, Cognible can examine the complete e-commerce experience rather than isolating a single page or funnel step.
Analytics and funnel review
Expert UX assessment
Customer interviews
Usability testing
Information architecture research
Checkout research
Prioritized recommendations
Experiment opportunities
Our approach
Research before redesign.
We do not begin by assuming that your website needs to be rebuilt. We first identify where customers struggle, why the problem occurs, and which changes are most likely to matter.
- 01
Define the decision
Clarify what the team needs to understand and what business decision the research must support.
- 02
Review the experience
Examine the current journey, website, catalog, analytics, and existing evidence.
- 03
Research with customers
Conduct usability tests, interviews, card sorting, tree testing, or another focused study.
- 04
Identify the friction
Separate isolated interface issues from deeper problems involving structure, language, trust, or operations.
- 05
Prioritize improvements
Deliver clear findings, recommended actions, and opportunities for testing or experimentation.
Selected experience
Experience across digital products, services, and customer journeys.
Cognible has helped organizations make complex digital experiences easier to understand and use.
Ace Saatchi & Saatchi
Azeus Systems
Cebu Pacific
Cignal
Dentsu Jayme Syfu
Maxicare
Meralco
NTT Data
Our experience spans consumer products, financial services, enterprise software, digital platforms, and transactional journeys.About Cognible
Independent research for better commerce decisions.
Cognible is an independent UX research and strategy practice based in the Philippines.
We help e-commerce teams move beyond assumptions and generic best practices by investigating how their own customers search, decide, and buy.
Cognible is led by Niaw de Leon, an independent researcher and strategist with experience across digital products, financial services, e-commerce, enterprise systems, and complex customer journeys.
Read insights and research in the Library →Start a conversation
Make your next e-commerce decision with better evidence.
Whether you are redesigning navigation, expanding your catalog, improving checkout, or trying to understand why customers abandon a purchase, tell us what is happening.