Ecommerce UX & Marketplace Design

Callum Lonsdale

Ecommerce UX & Conversion Design

Focus

Product discovery, trust, navigation, conversion

Client

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Project Type

Ecommerce UX / Shopify / Marketplace Design

Role

UX design, visual design, content structure

MOCBoxing

Redesigned and created a website for a LEGO MOC company with over 20,000 products and a niche audience.

MOCBoxing had a growing catalogue of custom LEGO MOC kits, official sets, designers, and specialist product types. The website needed to help customers quickly understand what was being sold, how the buying process worked, and why purchasing through MOCBoxing was easier than sourcing parts manually.

The challenge was not simply making the site look better. It was making a niche ecommerce experience easier to navigate, easier to trust, and easier to buy from.

Context

Product discovery was unclear

01

Customers had limited routes into the catalogue beyond search, making it harder to browse by theme, designer, or product type.

02

03

04 The offer needed explaining

Trust needed to appear earlier

The site needed to scale

Customers needed to quickly understand what came in each kit, where instructions came from, and why MOCBoxing saved them time.

High-value custom kits required stronger reassurance around official LEGO parts, delivery, designer involvement, and order quality.

With thousands of products and many designers, the website needed reusable sections and clearer page structures that could grow with the catalogue.

The Challenge

Built Clearer Browsing Routes

Added clearer paths into a large product catalogue
Made designer and theme discovery more visible
Helped customers find products without knowing exact search terms

I created more visual entry points into the catalogue, including featured designers, theme-based sections, curated product groups, and product discovery blocks. This helped customers browse by interest instead of relying only on search.

What I Changed

Below is a showcase of the old website I was redesigning

Clarified what customers receive

MOCBoxing needed to explain a more complex offer than a standard product page. I worked on sections that clarified what customers receive, how instructions work, what packaging includes, and how the process differs from sourcing parts manually.

Reduced confusion around kit contents and instructions
Made the buying process feel more transparent
Positioned MOCBoxing as a time-saving service, not just a product catalogue

Brought trust earlier into the journey

Because the products are high-value and specialist, the site needed to answer customer doubts earlier. I introduced trust-focused content around genuine LEGO parts, delivery expectations, designer royalties, customer support, and buyer protection.

Added reassurance before checkout
Made the business feel more credible to first-time visitors
Used customer and designer content to make the marketplace feel more human

Wireframing the experience

Before refining the final page designs, I sketched and mapped out key sections to improve structure, hierarchy, and customer understanding. This helped me focus on what information needed to appear earlier, how users would move through the site, and how the catalogue could feel easier to browse.

Low-fi wireframes

Final Page Section

Outcome

The work helped turn MOCBoxing from a large product catalogue into a clearer ecommerce experience. Customers had more ways to browse, more explanation before purchase, and more reassurance around the buying process.

The site also gained a more scalable structure, making it easier to add new designers, product themes, campaign pages, and trust-focused content as the marketplace grew.