Casper: E-Commerce UX
A sales-driven UX improvement for Casper, one of Turkey's largest electronics brands. Redesigned the e-commerce flow from homepage to purchase, reducing friction through in-page filtering, reviews, favourites, and a consolidated product page. Shipped and live.
This is an in-house UX project from my 1.5 years at Casper, one of Turkey's largest consumer electronics brands. The brief came from a business need: too many potential buyers were leaving the website without purchasing, even when they had clear intent. The sales team had mapped the drop-off. The task was to redesign the e-commerce experience (homepage, series listing pages, and product pages) to reduce that friction and keep the purchase path inside casper.com.tr. The Nirvana X700 laptop series was used as the primary design vehicle, but the patterns were designed to apply across the full product catalogue.
The problem
Getting from the Casper homepage to actually buying a specific product variant required 5–6 clicks across multiple pages. Series pages showed products as a flat, unfiltered list with no way to narrow by spec. There were no favourites, no in-page reviews, and no product comparison. Buyers who wanted to evaluate options, or simply find the right configuration, had to navigate away repeatedly, and many didn't come back. A competitive audit of Trendyol and Hepsiburada made the contrast clear.
- 1.Land on homepage
- 2.Click product category
- 3.Navigate to product family page (flat list, no filters)
- 4.Find the right variant by scrolling
- 5.Click through to product detail page
- 6.Navigate separately for specs, reviews, or customisation
- 1.Land on homepage
- 2.Click category and land directly on filtered series page
- 3.Filter by processor, RAM, storage, OS in the left panel
- 4.Customise and purchase from the product page in one place
Process
Homepage
The homepage redesign maintained Casper's existing visual identity while sharpening the navigation hierarchy and shortening the path to product entry points. The top bar was updated to surface Favourites and account functions as first-class actions.
Series listing & discovery
The most significant structural change in the project. Previously, a series page like Nirvana X700 showed every SKU in a flat, undifferentiated list. The redesign introduces a persistent left-panel filter covering processor generation, OS, RAM, storage, and colour, with three grid-density options (2-up, 3-up, 4-up). A buyer can go from 12+ variants to their relevant shortlist in a single interaction, without ever leaving the page.
Product page
The product page consolidated everything a buyer needs into a single tabbed experience: feature overview, full technical specifications, user reviews, and FAQ, all without navigating away. The Özelleştir (Customise) and Satın Al (Buy Now) CTAs are anchored in the product summary panel throughout scrolling, so the purchase action is always reachable regardless of where the user is on the page.
What shipped
The redesign was implemented by Casper's development team and is live on casper.com.tr. Favourites, compare, in-page filtering, tabbed product pages, and consolidated CTAs are visible across the full product catalogue. This was a cross-team company project: the sales team provided drop-off data that shaped the scope, the marketing team collaborated on the competitive audit, and multiple rounds of user testing and internal review happened before development handoff. As a company project, performance metrics and internal testing data are not shared publicly. The comparisons below, captured using the Wayback Machine, show the before and after states of what actually shipped.
Before / after
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