Jinius Marketplace

Redesigning Cyprus’ leading marketplace for better discovery, usability, and conversion.

Jinius is Cyprus’ leading digital marketplace, operating as a multi-vendor B2B and B2C e-commerce platform serving a broad national audience across categories ranging from technology and fashion to home goods and beauty. As UI/UX Designer, I worked on a wide range of product improvements — from the homepage experience to search, category navigation, and the end-to-end checkout flow.

The work focused on improving how users find and purchase products, reducing friction across core journeys, and introducing new features that expanded the platform’s capabilities. UX research and behavioral analysis using MS Clarity informed decisions throughout, ensuring improvements were grounded in real user behavior.

Website: www.jinius.com.cy

Role & Responsibilities

UI/UX Designer

  • Led UX design improvements across the homepage, search, navigation, and checkout

  • Redesigned the homepage to improve content hierarchy and promotional clarity

  • Introduced a new category navigation system to improve product discoverability

  • Improved the search experience through Salesforce Commerce Cloud and SFCC AI integration

  • Redesigned the add-to-cart flow and full checkout experience

  • Introduced new checkout features including Send as Gift and Deliver to Pick-up Point

  • Conducted UX research and behavioral analysis using MS Clarity and Google Analytics

  • Collaborated cross-functionally with product managers, engineers, and data analysts

The Problem

As the platform grew in both product depth and user base, several core areas were creating friction. The homepage lacked clear hierarchy and struggled to surface the right content to the right users. Category navigation was flat and limited, making it difficult for users to efficiently drill down to what they were looking for. The search experience was underperforming, with limited result intelligence and poor discoverability of categories and brands. The checkout flow was outdated and did not support new delivery and gifting use cases that users and business stakeholders required.

The challenge was to improve each of these areas systematically while maintaining platform consistency and introducing new features without adding cognitive load to an already complex purchase journey.

The Outcome

The redesigned experiences established a clearer, more navigable product across the full user journey — from first landing to completed purchase. The homepage better surfaces promotional content and entry points. The layered category navigation gives users a structured, visual path to any product type. The improved search surfaces products, categories, brands, and recent searches in a single, intelligent panel. The checkout now supports two distinct delivery modes — home delivery and ACS pick-up point or locker — alongside a gifting flow, all within a single, coherent step-by-step interface.

Key Product Initiatives

  • Homepage Redesign Restructured the homepage to improve content hierarchy, clarify promotional zones, and create stronger entry points into product categories and active campaigns. The new layout balances editorial content with functional browsing, reducing the cognitive load on first arrival.

  • Category Navigation & Product Discoverability Introduced a layered visual category navigation system allowing users to progressively drill down from top-level categories (e.g. Technology) to subcategories (e.g. Mobile Phones) to product-type segments (e.g. Cases & Covers). Each level maintains visual consistency with circular category cards, breadcrumb navigation, and contextual promotional content, ensuring users always know where they are and what's available.

  • Search Experience Improvement Enhanced the search system using Salesforce Commerce Cloud and SFCC AI, resulting in a rich autocomplete experience that surfaces products, categories, brands, recent searches, and popular searches in a single structured dropdown. This significantly improved discoverability for users who arrive with intent but limited browsing context.

  • Add to Cart & Checkout Redesign Redesigned the add-to-cart interaction and the full checkout flow to reduce friction and improve clarity. The new checkout introduces a two-mode shipping selection — home delivery or ACS pick-up point/locker — with a location finder that shows nearby ACS stores and lockers by distance and operating hours. A gifting option was also integrated directly into the checkout summary, allowing users to flag an order as a gift without disrupting the primary flow. These additions increased the functional complexity of the checkout significantly, and the design challenge was ensuring both new and returning users could navigate it without confusion.

  • UX Research & Behavioral Analysis Integrated MS Clarity and leveraged Google Analytics to conduct ongoing behavioral analysis across key user journeys. Heatmaps, session recordings, and funnel analysis were used to identify drop-off points, interaction friction, and underperforming UI areas. These insights directly informed design decisions and allowed for iterative, evidence-based improvements throughout the engagement.

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