Guzel Gilazetdinova

BACK

Building a new feature from scratch for KAZANEXPRESS, a leading regional marketplace in Russia

COMPANY

KazanExpress

MY ROLE

Product Designer

PLATFORM

iOS, Android, Web

YEAR

2021-2022

Description

KazanExpress is an e-commerce marketplace with over 5 million monthly users. It was acquired by AliExpress and later by the retail chain Magnit. The platform is now rebranded as "Magnit Market." I worked on this feature for the website and mobile apps, collaborated closely with developers, PMs, and QA.

Check the app

Problem

Manually entering addresses or scrolling through endless pick-up lists frustrated users, slowed down the checkout, and led to mistakes. Without a map view, choosing the right location was clunky and time-consuming.

Solution

Introduced map-based delivery selection with saved addresses and smoother UX across web + mobile.

Results

Design comparison before/after the redesign

BACKGROUND & PROBLEM

The Challenge Behind the Checkout

Imagine you’re trying to order something online, but the delivery address field is a long scrollable list of pick-up points and your last-used address is nowhere to be found. Users—especially new ones—were frustrated, making errors, and dropping off entirely.

Business goal

Reduce friction, improve accuracy, and speed up the checkout process.

UX goal

Let users find and select delivery addresses or pick-up points easily and ensure their choices are remembered for next time.

DISCOVERY

The Pain Points

To understand the problem I started to gather all the information we had at that moment: support tickets, user reviews to understand their pain points. I talked to Product managers and business stakeholders, customer support and delivery teams, analytics team to identify drop-off rates and patterns.

I conducted a huge UX audit of our checkout flow, benchmarking it against top e-commerce platforms like Ozon, Wildberries, Yandex, etc. This helped uncover friction points in our delivery selection. To gain some deep insights I interviewed 6 of our frequent users about their checkout and delivery selection experience.

User Research Findings

Key findings

  • Checkout drop-offs were linked to the absence of information about the delivery zone.
  • Many users struggled to find nearby pick-up points without a map.
  • After switching between delivery options, users were frustrated to fill out a new delivery address or choosing among a list of pick-up points as it wasn’t saved for future orders.

DESIGN & ITERATION

Mapping Out the UX Priorities

After all the information was compiled and users behavior and business goals were clear, I visualized them in the mind map for brainstorming, and worked on multiple user flows for current, new users and different tasks, prioritizing the following:

  • Map-based selection: to address the biggest usability gap.
  • Saved delivery method and address: to make repeat checkouts faster.
  • Compact forms: shortening inputs to highlight only essential information to cut friction and align with mobile UX best practices (for 2nd iteration).

User Flow before/after

Teamwork

Designing a feature isn’t a solo mission—you can’t just stay in your design bubble pushing pixels all day (tempting, I know). I ran weekly design reviews with fellow designers and PMs, but also brought the developers from day one into the process. I worked closely with the backend team and teamed up with the content folks to craft clear UX copy.

At that stage, I created multiple variations of the redesigned checkout and map-based delivery selection, complete with prototypes. I skipped wireframes entirely, our design system was solid, so jumping straight into high-fidelity saved time and gave us a more realistic look at the final product during testing. If your design system is in place, wireframing can feel like reinventing the wheel, it takes extra time and only stretches the process.

Early concepts using ready elements from our design system

If your design system is in place, wireframing can feel like reinventing the wheel, it takes extra time and only stretches the process.

TESTING & MORE ITERATION

Prototyping, Testing, Deciding

With two Figma prototypes ready, we ran remote usability tests over Zoom with 14 participants—7 tested version A, and 7 tested version B (comparative usability testing). We kept groups separate to avoid comparison bias; showing both versions to the same person tends to shift their behavior from intuitive use to critical analysis.

We measured performance using four key metrics: task success, average completion time, number of misclicks, and a user satisfaction rating (1–5).

Checkout iteration

Delivery selection on map iteration

Key feedback & changes

  • Replaced radio buttons with a toggle to save screen space and make switching between courier and pick-up easier.
  • To reduce confusion between delivery method and saved addresses, I moved the selection to the map and displayed only the last chosen address at checkout for future orders.
  • Added a list of saved addresses to allow quick switching and speed up the checkout process.
  • Swapped out the static list of pick-up points for a geolocation-enabled map, improving clarity and reducing friction from unfamiliar addresses.
  • Introduced location access prompts at key touchpoints—either via geolocation or manual selection—to reduce cart abandonment.

Last adjustments

THE RESULTS & IMPACT

Achieving the Outcomes

This feature took quite some time to build. Some of my improvement ideas didn’t make it into the initial release but were eventually implemented later on. Progress happened gradually, with lots of small, step-by-step iterations. Still, within two months of launching the final design, we saw solid results: checkout abandonment dropped by 21%, and delivery address errors (like missing or incorrect info) were reduced by around 30%.

What changed for users, team, and business

  • Users now select addresses and pick-up points much faster and precisely, with higher confidence.
  • Repeat orders became smoother with saved delivery preferences.
  • Customer support tickets about delivery issues noticeably decreased.

Personal Reflection

This project was a huge change for the end product and users. It taught me that designing for real people means iteration is endless and that’s a good thing. As a designer, this case sharpened my skills in: cross-team collaboration, usability testing strategy, designing for performance metrics.

 

And it reinforced my belief that no design is ever “final.” Everything is just version N—until we find something better.

Note: Specific metric values are withheld for confidentiality reasons.

Guzel Gilazetdinova

BACK

Building a new feature from scratch for KAZANEXPRESS, a leading regional marketplace in Russia

COMPANY

KazanExpress

MY ROLE

Product Designer

PLATFORM

iOS, Android, Web

YEAR

2021-2022

Description

KazanExpress is an e-commerce marketplace with over 5 million monthly users. It was acquired by AliExpress and later by the retail chain Magnit. The platform is now rebranded as "Magnit Market." I worked on this feature for the website and mobile apps, collaborated closely with developers, PMs, and QA.

Check the app

Problem

Manually entering addresses or scrolling through endless pick-up lists frustrated users, slowed down the checkout, and led to mistakes. Without a map view, choosing the right location was clunky and time-consuming.

Solution

Introduced map-based delivery selection with saved addresses and smoother UX across web + mobile.

Results

Design comparison before/after the redesign

BACKGROUND & PROBLEM

The Challenge Behind the Checkout

Imagine you’re trying to order something online, but the delivery address field is a long scrollable list of pick-up points and your last-used address is nowhere to be found. Users—especially new ones—were frustrated, making errors, and dropping off entirely.

Business goal

Reduce friction, improve accuracy, and speed up the checkout process.

UX goal

Let users find and select delivery addresses or pick-up points easily and ensure their choices are remembered for next time.

DISCOVERY

The Pain Points

To understand the problem I started to gather all the information we had at that moment: support tickets, user reviews to understand their pain points. I talked to Product managers and business stakeholders, customer support and delivery teams, analytics team to identify drop-off rates and patterns.

I conducted a huge UX audit of our checkout flow, benchmarking it against top e-commerce platforms like Ozon, Wildberries, Yandex, etc. This helped uncover friction points in our delivery selection. To gain some deep insights I interviewed 6 of our frequent users about their checkout and delivery selection experience.

User Research Findings

Key findings

  • Checkout drop-offs were linked to the absence of information about the delivery zone.
  • Many users struggled to find nearby pick-up points without a map.
  • After switching between delivery options, users were frustrated to fill out a new delivery address or choosing among a list of pick-up points as it wasn’t saved for future orders.

DESIGN & ITERATION

Mapping Out the UX Priorities

After all the information was compiled and users behavior and business goals were clear, I visualized them in the mind map for brainstorming, and worked on multiple user flows for current, new users and different tasks, prioritizing the following:

  • Map-based selection: to address the biggest usability gap.
  • Saved delivery method and address: to make repeat checkouts faster.
  • Compact forms: shortening inputs to highlight only essential information to cut friction and align with mobile UX best practices (for 2nd iteration).

User Flow before/after

Teamwork

Designing a feature isn’t a solo mission—you can’t just stay in your design bubble pushing pixels all day (tempting, I know). I ran weekly design reviews with fellow designers and PMs, but also brought the developers from day one into the process. I worked closely with the backend team and teamed up with the content folks to craft clear UX copy.

At that stage, I created multiple variations of the redesigned checkout and map-based delivery selection, complete with prototypes. I skipped wireframes entirely, our design system was solid, so jumping straight into high-fidelity saved time and gave us a more realistic look at the final product during testing. If your design system is in place, wireframing can feel like reinventing the wheel, it takes extra time and only stretches the process.

Early concepts using ready elements from our design system

If your design system is in place, wireframing can feel like reinventing the wheel, it takes extra time and only stretches the process.

TESTING & MORE ITERATION

Prototyping, Testing, Deciding

With two Figma prototypes ready, we ran remote usability tests over Zoom with 14 participants—7 tested version A, and 7 tested version B (comparative usability testing). We kept groups separate to avoid comparison bias; showing both versions to the same person tends to shift their behavior from intuitive use to critical analysis.

We measured performance using four key metrics: task success, average completion time, number of misclicks, and a user satisfaction rating (1–5).

Checkout iteration

Delivery selection on map iteration

Key feedback & changes

  • Replaced radio buttons with a toggle to save screen space and make switching between courier and pick-up easier.
  • To reduce confusion between delivery method and saved addresses, I moved the selection to the map and displayed only the last chosen address at checkout for future orders.
  • Added a list of saved addresses to allow quick switching and speed up the checkout process.
  • Swapped out the static list of pick-up points for a geolocation-enabled map, improving clarity and reducing friction from unfamiliar addresses.
  • Introduced location access prompts at key touchpoints—either via geolocation or manual selection—to reduce cart abandonment.

Last adjustments

THE RESULTS & IMPACT

Achieving the Outcomes

This feature took quite some time to build. Some of my improvement ideas didn’t make it into the initial release but were eventually implemented later on. Progress happened gradually, with lots of small, step-by-step iterations. Still, within two months of launching the final design, we saw solid results: checkout abandonment dropped by 21%, and delivery address errors (like missing or incorrect info) were reduced by around 30%.

What changed for users, team, and business

  • Users now select addresses and pick-up points much faster and precisely, with higher confidence.
  • Repeat orders became smoother with saved delivery preferences.
  • Customer support tickets about delivery issues noticeably decreased.

Personal Reflection

This project was a huge change for the end product and users. It taught me that designing for real people means iteration is endless and that’s a good thing. As a designer, this case sharpened my skills in: cross-team collaboration, usability testing strategy, designing for performance metrics.

 

And it reinforced my belief that no design is ever “final.” Everything is just version N—until we find something better.

Note: Specific metric values are withheld for confidentiality reasons.

Guzel Gilazetdinova

Portfolio

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# Personal Reflection

BACK

Building a new feature from scratch for KAZANEXPRESS, a leading regional marketplace in Russia

COMPANY

KazanExpress

MY ROLE

Product Designer

PLATFORM

iOS, Android, Web

YEAR

2021-2022

Description

KazanExpress is an e-commerce marketplace with over 5 million monthly users. It was acquired by AliExpress and later by the retail chain Magnit. The platform is now rebranded as "Magnit Market." I worked on this feature for the website and mobile apps, collaborated closely with developers, PMs, and QA.

Check the app

Problem

Manually entering addresses or scrolling through endless pick-up lists frustrated users, slowed down the checkout, and led to mistakes. Without a map view, choosing the right location was clunky and time-consuming.

Solution

Introduced map-based delivery selection with saved addresses and smoother UX across web + mobile.

Results

Design comparison before/after the redesign

BACKGROUND & PROBLEM

The Challenge Behind the Checkout

Imagine you’re trying to order something online, but the delivery address field is a long scrollable list of pick-up points and your last-used address is nowhere to be found. Users—especially new ones—were frustrated, making errors, and dropping off entirely.

Business goal

Reduce friction, improve accuracy, and speed up the checkout process.

UX goal

Let users find and select delivery addresses or pick-up points easily and ensure their choices are remembered for the next time.

DISCOVERY

The Pain Points

To understand the problem I started to gather all the information we had at that moment: support tickets, user reviews to understand their pain points. I talked to Product managers and business stakeholders, customer support and delivery teams, analytics team to identify drop-off rates and patterns.

I conducted a huge UX audit of our checkout flow, benchmarking it against top e-commerce platforms like Ozon, Wildberries, Yandex, etc. This helped uncover friction points in our delivery selection. To gain some deep insights I interviewed 6 of our frequent users about their checkout and delivery selection experience.

User Research Findings

Key findings

  • Checkout drop-offs were linked to the absence of information about the delivery zone.
  • Many users struggled to find nearby pick-up points without a map.
  • After switching between delivery options, users were frustrated to fill out a new delivery address or choosing among a list of pick-up points as it wasn’t saved for future orders.

DESIGN & ITERATION

Mapping Out the UX Priorities

After all the information was compiled and users behavior and business goals were clear, I visualized them in the mind map for brainstorming, and worked on multiple user flows for current, new users and different tasks, prioritizing the following:

  • Map-based selection: to address the biggest usability gap.
  • Saved delivery method and address: to make repeat checkouts faster.
  • Compact forms: shortening inputs to highlight only essential information to cut friction and align with mobile UX best practices (for 2nd iteration).

User Flow before/after

Teamwork

Designing a feature isn’t a solo mission—you can’t just stay in your design bubble pushing pixels all day (tempting, I know :). I ran weekly design reviews with fellow designers and PMs, but also brought the developers from day one into the process. I worked closely with the backend team and teamed up with the content folks to craft clear UX copy.

At that stage, I created multiple variations of the redesigned checkout and map-based delivery selection, complete with prototypes. I skipped wireframes entirely, our design system was solid, so jumping straight into high-fidelity saved time and gave us a more realistic look at the final product during testing. If your design system is in place, wireframing can feel like reinventing the wheel, it takes extra time and only stretches the process.

Early concepts using ready elements from our design system

If your design system is in place, wireframing can feel like reinventing the wheel, it takes extra time and only stretches the process.

TESTING & MORE ITERATION

Prototyping, Testing, Deciding

With two Figma prototypes ready, we ran remote usability tests over Zoom with 14 participants—7 tested version A, and 7 tested version B (comparative usability testing). We kept groups separate to avoid comparison bias; showing both versions to the same person tends to shift their behavior from intuitive use to critical analysis.

We measured performance using four key metrics: task success, average completion time, number of misclicks, and a user satisfaction rating (1–5).

Checkout iteration

Delivery selection on map iteration

Key feedback & changes

  • Replaced radio buttons with a toggle to save screen space and make switching between courier and pick-up easier.
  • To reduce confusion between delivery method and saved addresses, I moved the selection to the map and displayed only the last chosen address at checkout for future orders.
  • Added a list of saved addresses to allow quick switching and speed up the checkout process.
  • Swapped out the static list of pick-up points for a geolocation-enabled map, improving clarity and reducing friction from unfamiliar addresses.
  • Introduced location access prompts at key touchpoints—either via geolocation or manual selection—to reduce cart abandonment.

Last adjustments

THE RESULTS & IMPACT

Achieving the Outcomes

This feature took quite some time to build. Some of my improvement ideas didn’t make it into the initial release but were eventually implemented later on. Progress happened gradually, with lots of small, step-by-step iterations. Still, within two months of launching the final design, we saw solid results: checkout abandonment dropped by 21%, and delivery address errors (like missing or incorrect info) were reduced by around 30%.

What changed for users, team, and business

  • Users now select addresses and pick-up points much faster and precisely, with higher confidence.
  • Repeat orders became smoother with saved delivery preferences.
  • Customer support tickets about delivery issues noticeably decreased.

Personal Reflection

This project was a huge change for the end product and users. It taught me that designing for real people means iteration is endless and that’s a good thing. As a designer, this case sharpened my skills in: cross-team collaboration, usability testing strategy, designing for performance metrics.

 

And it reinforced my belief that no design is ever “final.” Everything is just version N—until we find something better.

Note: Specific metric values are withheld for confidentiality reasons.