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LC Waikiki

Professional | Teamwork | 2020-2023 | LC Waikiki

LC Waikiki is a leading international retail brand from Turkey, renowned for its affordable clothing collections for adults and children. Here, I worked as a CX Specialist within the Customer Experience Management (CEM) team, dedicated to enhancing both physical and digital interactions (including an application, website, interactive kiosks etc.) in Turkey. As a UX/UI Designer for the Foreign Team, I concentrated on elevating experiences across international touchpoints.


E-commerce, customer experience, return process, mega menu, filter,  design system


Other internal teams

My Role

Design research, system anaylsis, prototyping, usability testing, UX design, UI design

LC Waikiki - Hero.jpg

Our Approach

Informed by user feedback collected through customer service interactions, on-site feedback tools, heatmaps, and research conducted by our teams, we (CEM) have pinpointed three critical areas for our initial focus:

  1. Order tracking and return processes

  2. Navigation

  3. Filter function

Additionally, I have led diverse projects in Turkey and abroad, encompassing design systems, registration, personalisation, product listing, order details, and checkout processes, among others.

Analytics and user feedback have shown that these efforts have substantially enhanced usability, user engagement and sales while reducing customer efforts and interactions with customer service..

Design Process

* indicates my involvement


  • Analysing the current system

  • Reviewing research and data (e.g: customer service, CES, Conversion and Retention Rates etc.)

  • Competitor analysis

(Business) Process Mapping*

  • Understanding the current workflows

  • Mapping user journeys

  • Stakeholder interviews to gather insights and identify pain points

  • Mapping the desired end-to-end flows (done by other CEM team members)

UX/UI Design*

  • Analysing the end-to-end flows

  • Stakeholder interviews/workshops to gather more insights

  • Creating wireframes and prototypes cross-devices

  • Conducting usability test sessions

  • Designing the visual part (depending on the project)

Dev & Launch*

  • Engaging with the development team

  • Fixing the quick wins

Monitor & Fix*

  • Monitoring the design

  • Working on iterative enhancements



Order Tracking and Return Process

We provided clear components illustrating

  • the return and order process

  • complex order details

  • relevant information (e.g: rules, process, courier companies etc.)

  • error states

  • onboarding and more to improve the user experience.

We rectified the misalignment issue by establishing integrations with our stakeholders and other parties, ensuring sufficient information was provided to company departments and customers.


Additionally, we integrated the return reason to collect data and improve our product quality. Our primary objective was to guide customers through their entire return experience, minimising the need for customer service interactions by delivering tailored information specific to their journey.

Main pain points

  • Insufficient information about the complex orders (including multiple deliveries, partial cancellations, returns and undeliverable items) and return process

  • Lack of alignment between internal stakeholders


caused frustrations and reduced customer loyalty.

LC Waikiki - return and order wireframes - wo background.png

Usability tests

​Over 5 tasks on both mobile and desktop platforms, and the existing flows were tested with 8 users aligned with our personas. Product images were included to the prototypes to support the users during the tests.

LC Waikiki - usability - return and order wireframes.png
Design & Test

Mega Menu and Filter Function

Main pain points

Based on our research and user feedback, we identified challenges in accessing the Boys' segment under the Kids section within the mega menu. This initial problem prompted us to enhance the entire mega menu design and filter function as they were too cluttered and difficult to navigate.


Given LC Waikiki's extensive product range, providing a seamless online shopping experience depended on efficiently locating products and ensuring an engaging and intuitive shopping journey.

Our goal

Reducing cognitive load for users by eliminating repetition and unnecessary information and effectively utilising white space.


We conducted collaborative meetings with stakeholders, including Research, Category, Development, and Product Teams. Leveraging previous data and research, competitor analysis and employing the Card Sorting method, we logically grouped and prioritised items and filters. This process was guided by input from our stakeholders, aligning with both business requirements and user needs.

LC Waikiki - mega menu wireframes.png

Usability tests

To assess navigation, we created 2 desktop alternatives and 3 responsive versions, conducting tests involving 4 tasks for each. We also formulated 3 tasks specifically for evaluating the filter function across both desktop and responsive designs. Furthermore, we examined the existing versions with participants. Our prototypes underwent testing with over 15 users.

LC Waikiki - usability - mega menu.png
LC Waikiki - filter wireframes all together.png

Design System

Some parts from the Design System

LC Waikiki - Design System - 1.jpg
LC Waikiki - Design System - 2.jpg
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