Wholesale PCS
Trust-first pre-owned electronics, designed to reduce perceived risk before checkout.
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problem
Customers were hesitant to buy used electronics online because they were unsure about device quality, warranty coverage, product fit, and whether the experience would feel as trustworthy as buying in person.
solution
The shopping experience needed to reduce perceived risk before checkout by making quality, support, and guidance visible throughout the journey, not just at the end. Structure the experience around familiar browsing patterns, then add trust and guidance layers such as clearer catalogs, live multilingual help, and a quiz that narrows the search for users who do not know exactly what they need.
Context
Wholesale PCS grew from a phone repair shop into a retail business with more than 30 locations, offering affordable, high-quality pre-owned electronics through both in-store and digital channels.
My Role
I conducted user research and competitive analysis and led the design of the digital shopping experience, including navigation, product discovery, trust-building features, and guided recommendation concepts.
Users and Constraints
Users included value-conscious shoppers, many of whom preferred a more personal in-store experience or needed extra help due to language barriers or limited familiarity with online shopping. The catalog was also extremely large, making product selection harder for non-technical buyers.
Key Insight
The biggest barrier was not price. It was trust. Users needed reassurance that the devices were reliable and that someone could help them choose the right one.
Design Principles
Reduce uncertainty before checkout.
Make quality assurance and warranty visible early.
Support users who want guided help, not just self-serve browsing.
Simplify large catalog discovery for non-expert shoppers.
Impact
The redesigned experience increased customer confidence, strengthened engagement with the digital channel, and created a more supportive path for browsing and buying pre-owned electronics.
Reflection / Takeaway
This project highlighted how e-commerce conversion often depends less on visual polish alone and more on reducing perceived risk at the exact moment users are deciding whether to trust the purchase.
