Electromaker
Electromaker is a community-driven platform and component shop for DIY electronics enthusiasts, makers, and engineers. Spanning an e-commerce store, project hub, video content, and an active community forum, the site serves a technically savvy audience who are as likely to be browsing tutorials as they are buying a Raspberry Pi. They approached EPM Agency in 2023 to enhance the overall user experience — with a particular focus on improving product discovery, streamlining the checkout flow, and reducing a high bounce rate that suggested users weren't finding what they needed quickly enough.
Requirements & Result
My role in this project was to:
Conduct user research using heatmaps and session recordings to identify where users were dropping off and why
Audit and restructure the site navigation to better support three distinct user journeys — shopping, learning, and community
Improve product discovery by aligning browsing pathways with how makers actually search for components
Simplify the checkout flow to reduce abandonment and remove unnecessary friction
Deliver actionable UX recommendations grounded in data, not assumptions
The result was finding several key friction points across the journey — from an overloaded mega menu that blurred the line between shop and content, to a checkout process that offered no progress indication and collected more information than necessary. We restructured the navigation to separate product and content pathways, introduced brand-first browsing based on observed user behaviour, added cart confirmation feedback to address a silent drop-off point, and consolidated the checkout into a single-page, three-stage flow. These changes contributed to a 40% reduction in bounce rate and a 42-second increase in average time on page.
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