GoMobile
Redesigning a large-scale electronics e-commerce experience with location-aware pricing, inventory and fulfillment logic.
Redesigning a Complex Shopping Experience
GoMobile is a leading Israeli retailer for smartphones, electronics, accessories and consumer tech.
I worked on the UX/UI redesign of its e-commerce platform, focusing on creating a cleaner, faster and more intuitive shopping experience across desktop and mobile.
The challenge went beyond organizing a large product catalog. GoMobile operates with a unique purchasing model in which price, availability and fulfillment depend on the customer's selected location, particularly when shopping in Eilat, where products are sold without VAT.
Making Complex Logic Feel Simple
The core design challenge was turning this business complexity into an experience that feels predictable and effortless.
Users needed to understand what they could buy, at what price, and from where, without having to repeatedly manage their location or interpret conflicting information across the site.
Location-Aware Commerce
I designed the experience around a persistent shopping location that could be changed without interrupting the user's journey.
Selecting Eilat or the rest of Israel dynamically affected product pricing, availability, branch inventory and fulfillment options throughout the experience.
The interaction had to remain consistent across the homepage, product listings, product pages, cart and checkout.
Product Discovery at Scale
With a broad catalog of smartphones, laptops, accessories and electronics, clear information architecture was essential.
I worked on category hierarchy, filtering and product browsing patterns that help users quickly reduce large result sets and focus on relevant products.
The experience was designed to support both users arriving with a specific product in mind and users who were still comparing options.
Product Pages Built for Decisions
Product pages were structured around the information that has the greatest impact on purchase decisions.
Price, location-specific pricing, stock availability, warranty, color and storage variations, technical specifications and fulfillment options were prioritized within a clear hierarchy.
Detailed information remained accessible without competing with the primary purchasing actions.
Mobile-First Shopping
Mobile was treated as a primary shopping context rather than a compressed desktop experience.
Layouts, filters and product controls were simplified for smaller screens, allowing customers to quickly compare products, check availability and complete purchases directly from their phones.
This was especially important for customers shopping while already in Eilat and checking local stock or VAT-free pricing in real time.
A More Direct Checkout
The checkout flow was designed to reduce unnecessary friction and make fulfillment decisions clearer.
Customers could easily distinguish between branch pickup and home delivery while maintaining consistency with the location, inventory and product selections made earlier in the journey.
Turning Business Rules into a Clear Experience
The redesign focused on making a complex commerce system feel straightforward.
Rather than exposing users to internal pricing and inventory rules, the experience translates them into clear, contextual information at the moment it matters.
Designed to Scale
The resulting system creates a consistent foundation across product discovery, product pages and checkout, while supporting a large catalog, multiple locations and changing inventory conditions.
For me, the project was primarily an exercise in simplifying complexity without hiding important information from the user.
