OVERVIEW
Explore how UX can reduce cognitive overload and make digital experiences more inclusive for users with ADHD
15.2/20
UX Thesis Evaluation
7
Recommendations
8
Participants - User test
PROBLEM & RESEARCH QUESTION
CONTEXT
Millions of people with ADHD struggle to stay focused online, often overwhelmed by cluttered interfaces and complex e-commerce flows.
This UX thesis, conducted at Gobelins Paris, explores how thoughtful design can simplify experiences, reduce cognitive load, and keep users engaged drawing on qualitative research and user testing with ADHD participants.
My experience at Eric Flag, a fast-growing e-commerce brand, reinforced that simpler interfaces don’t just support ADHD users, they create better experiences for everyone.
PROBLEM STATEMENT
E-commerce interfaces are often cluttered and cognitively demanding, making it difficult for users with ADHD to stay focused and complete their tasks. This leads to frustration, fatigue, and ultimately a less inclusive user experience.
What we learned and understand about the users ?
To better understand users’ needs and pain points, I conducted user interviews and usability tests. Key insights revealed that users with ADHD struggle to maintain focus when faced with visually overloaded interfaces and unclear task flows.
RESEARCH GOALS
PERSONA & METRICS
Maxence
Impulsive buyer
Difficult focus
Confirmed level in E-commerce
Frustrations
Cognitive overload
Unclear Navigation
Weak focus
Long purchase funnels
Based on
People reached
Interviews
Interfaces tested
Cognitive overload leads to abandonment
Remove visual distractions and reduce informations
Lack of clear guidance creates navigation confusion
Reinforce visual hierarchy and guide users step by step
Long and complex checkout flows = friction point
Shorten the purchase path and simplify checkout
KEY INSIGHTS & DECISIONS
HOW I APPROACHED THIS PROJECT
Based on these findings, I followed a Double Diamond approach. Moving from problem definition to ideation, I validated my thinking through user testing with ADHD participants to deliver actionable, user-centered UX recommendations.
DURATION
8 Months
Limits
Solo designer
Limited participant pool
Research bias
CASE STUDY - SOLUTION
7 actionable UX recommendations derived from qualitative research and usability testing with 8 ADHD participants
Deliverable
Research Synthesis
UX Recommendations
Checkout Flow Simplification
Expected Outcome
Reduced cognitive load
Users with ADHD complete tasks with less mental effort
Higher task completion rate
Simplified flows reduce drop-off during checkout
Business impact
Lower friction = stronger conversion potential
IMPACT & RESULTS
As this research was not deployed, impact is based on qualitative testing insights and expected product outcomes
Observed User Impact
Based on results with 8 participants across 3 e-commerce interfaces
Cognitive load reduced
Simplified interface scored 2/5 vs 4/5 on MyProtein
Navigation ease
Score 5/5 on the simplified interface
0/8 preferred MyProtein
No participant preferred the most complex interface
Expected Simplification Impact
Lower drop-off
Shorter checkout flow reduces abandonment at each step
Higher task completion
Clear hierarchy helps users reach their goal faster
Better focus
Reduced visual noise keeps ADHD users engaged longer
Key Metrics
Completed all purchase tasks
Preferred the simplified interface
Faster navigation vs complex interface
Clicks to complete checkout
Metrics Framework
If implemented, success would be measured through :
Conversion rate
Checkout completion rate
Drop-off per step
Time to complete task
Business Value
Simplified interfaces create measurable value beyond accessibility
Fewer clicks
Stronger purchase completion rate
WCAG alignment
Reduces legal risk and expands to users with accessibility needs
Universal benefit
Inclusive design improves usability for all users, not just ADHD
Key Learnings
Cognitive load is visceral
When overloaded, users don't struggle, they leave
Inclusive design benefits everyone
Every principle applied here improved experience for all user types, not just ADHD users
Simplification is a business argument
Simplified interfaces directly impact conversion rates. Inclusive UX is measurably profitable
If I started over
Co-design with ADHD users
Involve users earlier in ideation before designing, not only to validate
Involve business stakeholders from day one
Align UX recommendations with business constraints earlier in the process
Add quantitative metrics
Pair qualitative insights with task completion rates and time-on-task data
What I keep
Progressive disclosure
Reveal complexity gradually reduce decision fatigue at every step
One primary action per screen
Single dominant CTA guides users without overwhelming them
WCAG as a baseline, not an afterthought
Cognitive accessibility built in from day one
What comes next
Build an A/B testing framework
Measure simplified interfaces against conversion and retention KPIs
Extend to other neuro-divergent profiles
Apply principles to dyslexia, autism, and anxiety. Each with specific UX needs
Formalize an inclusive design system
Turn do's & don'ts into a scalable, reusable component library
