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Gobelins UX Thesis
Gobelins UX Thesis
Gobelins UX Thesis
Master’s thesis and oral defense completed as part of my Master's degree in Digital Project Management & UX Design at Gobelins School (Paris, France).
Master’s thesis and oral defense completed as part of my Master's degree in Digital Project Management & UX Design at Gobelins School (Paris, France).
Master’s thesis and oral defense completed as part of my Master's degree in Digital Project Management & UX Design at Gobelins School (Paris, France).
OVERVIEW
Simplifying e-commerce interfaces to improve focus and experience for users with ADHD
Simplifying e-commerce interfaces to improve focus and experience for users with ADHD
Simplifying e-commerce interfaces to improve focus and experience for users with ADHD
UX RESEARCH PROJECT – GOBELINS PARIS
UX RESEARCH PROJECT – GOBELINS PARIS
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
15.2/20
UX Thesis Evaluation
7
RECOMMENDATIONS
8
PARTICIPANTS - USER TEST
15.2/20
UX Thesis Evaluation
7
RECOMMENDATIONS
8
PARTICIPANTS - USER TEST
CLIENT
Gobelins Paris
YEAR
2024/2025
Timeline
8 Months
CLIENT
Gobelins Paris
YEAR
2024/2025
Timeline
8 Months
CLIENT
Gobelins Paris
YEAR
2024/2025
Timeline
8 Months
PROBLEM & RESEARCH QUESTION
How can simplifying e-commerce interfaces through UX Design improve attention and user experience for people with ADHD ?
How can simplifying e-commerce interfaces through UX Design improve attention and user experience for people with ADHD ?
How can simplifying e-commerce interfaces through UX Design improve attention and user experience for people with ADHD ?
Role
UX Researcher · UI Designer
Role
UX Researcher · UI Designer
Role
UX Researcher · UI Designer
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.
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.
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.
Stack
Figma · Miro · Notion · Zoom
Stack
Figma · Miro · Notion · Zoom
Stack
Figma · Miro · Notion · Zoom
“ Take control of attention with UX that simplifies, guides, and empowers users ”
“ Take control of attention with UX that simplifies, guides, and empowers users ”
“ Take control of attention with UX that simplifies, guides, and empowers users ”
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.
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.
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.
USER RESEARCH
Research & Insights
Research & Insights
Research & Insights
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.
What we learned and understand about the users ?
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.
" E-commerce websites become problematic for me when there’s too much information and they don’t focus on what really matters "
Maxence
—
Interview 1
" I just want the product. I don’t want offers, Amazon Prime pop-ups, or insurance suddenly appearing. When there’s too much information, I close everything "
Clémence
—
Interview 2
" I hate it when there are too many options and pages are full of useless details. It wastes my time and I often end up leaving the site without buying "
David
—
Interview 3
" My biggest barriers to buying online are payment methods. If something doesn’t work or if the checkout flow is too long, I just give up "
Sacha
—
Interview 4
" E-commerce websites become problematic for me when there’s too much information and they don’t focus on what really matters "
Maxence
—
Interview 1
" I just want the product. I don’t want offers, Amazon Prime pop-ups, or insurance suddenly appearing. When there’s too much information, I close everything "
Clémence
—
Interview 2
" I hate it when there are too many options and pages are full of useless details. It wastes my time and I often end up leaving the site without buying "
David
—
Interview 3
" My biggest barriers to buying online are payment methods. If something doesn’t work or if the checkout flow is too long, I just give up "
Sacha
—
Interview 4
" E-commerce websites become problematic for me when there’s too much information and they don’t focus on what really matters "
Maxence
—
Interview 1
" I just want the product. I don’t want offers, Amazon Prime pop-ups, or insurance suddenly appearing. When there’s too much information, I close everything "
Clémence
—
Interview 2
" I hate it when there are too many options and pages are full of useless details. It wastes my time and I often end up leaving the site without buying "
David
—
Interview 3
" My biggest barriers to buying online are payment methods. If something doesn’t work or if the checkout flow is too long, I just give up "
Sacha
—
Interview 4
" E-commerce websites become problematic for me when there’s too much information and they don’t focus on what really matters "
Maxence
—
Interview 1
" I just want the product. I don’t want offers, Amazon Prime pop-ups, or insurance suddenly appearing. When there’s too much information, I close everything "
Clémence
—
Interview 2
" I hate it when there are too many options and pages are full of useless details. It wastes my time and I often end up leaving the site without buying "
David
—
Interview 3
" My biggest barriers to buying online are payment methods. If something doesn’t work or if the checkout flow is too long, I just give up "
Sacha
—
Interview 4
" E-commerce websites become problematic for me when there’s too much information and they don’t focus on what really matters "
Maxence
—
Interview 1
" I just want the product. I don’t want offers, Amazon Prime pop-ups, or insurance suddenly appearing. When there’s too much information, I close everything "
Clémence
—
Interview 2
" I hate it when there are too many options and pages are full of useless details. It wastes my time and I often end up leaving the site without buying "
David
—
Interview 3
" My biggest barriers to buying online are payment methods. If something doesn’t work or if the checkout flow is too long, I just give up "
Sacha
—
Interview 4
" E-commerce websites become problematic for me when there’s too much information and they don’t focus on what really matters "
Maxence
—
Interview 1
" I just want the product. I don’t want offers, Amazon Prime pop-ups, or insurance suddenly appearing. When there’s too much information, I close everything "
Clémence
—
Interview 2
" I hate it when there are too many options and pages are full of useless details. It wastes my time and I often end up leaving the site without buying "
David
—
Interview 3
" My biggest barriers to buying online are payment methods. If something doesn’t work or if the checkout flow is too long, I just give up "
Sacha
—
Interview 4
" E-commerce websites become problematic for me when there’s too much information and they don’t focus on what really matters "
Maxence
—
Interview 1
" I just want the product. I don’t want offers, Amazon Prime pop-ups, or insurance suddenly appearing. When there’s too much information, I close everything "
Clémence
—
Interview 2
" I hate it when there are too many options and pages are full of useless details. It wastes my time and I often end up leaving the site without buying "
David
—
Interview 3
" My biggest barriers to buying online are payment methods. If something doesn’t work or if the checkout flow is too long, I just give up "
Sacha
—
Interview 4
" E-commerce websites become problematic for me when there’s too much information and they don’t focus on what really matters "
Maxence
—
Interview 1
" I just want the product. I don’t want offers, Amazon Prime pop-ups, or insurance suddenly appearing. When there’s too much information, I close everything "
Clémence
—
Interview 2
" I hate it when there are too many options and pages are full of useless details. It wastes my time and I often end up leaving the site without buying "
David
—
Interview 3
" My biggest barriers to buying online are payment methods. If something doesn’t work or if the checkout flow is too long, I just give up "
Sacha
—
Interview 4
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.
Cognitive Load
Cognitive Load
Analyse how simplified interfaces reduce mental effort for ADHD users
Analyse how simplified interfaces reduce mental effort for ADHD users
Key UX Elements
Key UX Elements
Identify which components maintain or impact focus
Identify which components maintain or impact focus
User Perception
User Perception
Evaluate how ADHD users perceive & use multiple e-commerce interfaces
Evaluate how ADHD users perceive & use multiple e-commerce interfaces
Conversion Impact
Conversion Impact
Measure how simplification affects purchase completion & user's navigation
Measure how simplification affects purchase completion & user's navigation
Cognitive Load
Analyse how simplified interfaces reduce mental effort for ADHD users
User Perception
Evaluate how ADHD users perceive & use multiple e-commerce interfaces
Key UX Elements
Identify which components maintain or impact focus
Conversion Impact
Measure how simplification affects purchase completion & user's navigation
RESEARCH GOALS
PERSONA & METRICS
Maxence
Young adult with ADHD, frequent online shopper
Young adult with ADHD, frequent online shopper
Impulsive buyer
Difficult focus
Confirmed level in E-commerce
Frustrations
Cognitive overload
Cognitive overload
Cognitive overload
Unclear Navigation
Unclear Navigation
Unclear Navigation
Weak focus
Weak focus
Weak focus
Long purchase funnels
Long purchase funnels
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
" E-commerce websites become problematic for me when there’s too much information and they don’t focus on what really matters "
Maxence
Interview 1
" I just want the product. I don’t want offers, Amazon Prime pop-ups, or insurance suddenly appearing. When there’s too much information, I close everything "
Clémence
Interview 2
" I hate it when there are too many options and pages are full of useless details. It wastes my time and I often end up leaving the site without buying "
David
Interview 3
" My biggest barriers to buying online are payment methods. If something doesn’t work or if the checkout flow is too long, I just give up "
Sacha
Interview 4
" E-commerce websites become problematic for me when there’s too much information and they don’t focus on what really matters "
Maxence
Interview 1
" I just want the product. I don’t want offers, Amazon Prime pop-ups, or insurance suddenly appearing. When there’s too much information, I close everything "
Clémence
Interview 2
" I hate it when there are too many options and pages are full of useless details. It wastes my time and I often end up leaving the site without buying "
David
Interview 3
" My biggest barriers to buying online are payment methods. If something doesn’t work or if the checkout flow is too long, I just give up "
Sacha
Interview 4
" E-commerce websites become problematic for me when there’s too much information and they don’t focus on what really matters "
Maxence
Interview 1
" I just want the product. I don’t want offers, Amazon Prime pop-ups, or insurance suddenly appearing. When there’s too much information, I close everything "
Clémence
Interview 2
" I hate it when there are too many options and pages are full of useless details. It wastes my time and I often end up leaving the site without buying "
David
Interview 3
" My biggest barriers to buying online are payment methods. If something doesn’t work or if the checkout flow is too long, I just give up "
Sacha
Interview 4
" E-commerce websites become problematic for me when there’s too much information and they don’t focus on what really matters "
Maxence
Interview 1
" I just want the product. I don’t want offers, Amazon Prime pop-ups, or insurance suddenly appearing. When there’s too much information, I close everything "
Clémence
Interview 2
" I hate it when there are too many options and pages are full of useless details. It wastes my time and I often end up leaving the site without buying "
David
Interview 3
" My biggest barriers to buying online are payment methods. If something doesn’t work or if the checkout flow is too long, I just give up "
Sacha
Interview 4
HOW I APPROACHED THIS PROJECT
Design Process & Methodology
Design Process & Methodology
Design Process & Methodology
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.
01 - Brainstorming
02 - Double Diamond
03 - Affinity Diagram
01 - Brainstorming
02 - Double Diamond
03 - Affinity Diagram
01 - Brainstorming
02 - Double Diamond
03 - Affinity Diagram
01 - Brainstorming
02 - Double Diamond
03 - Affinity Diagram
01 - Brainstorming
02 - Double Diamond
03 - Affinity Diagram
01 - Brainstorming
02 - Double Diamond
03 - Affinity Diagram
01 - Brainstorming
02 - Double Diamond
03 - Affinity Diagram
01 - Brainstorming
02 - Double Diamond
03 - Affinity Diagram
01 - Brainstorming
02 - Double Diamond
03 - Affinity Diagram
01 - Brainstorming
02 - Double Diamond
03 - Affinity Diagram
01 - Brainstorming
02 - Double Diamond
03 - Affinity Diagram
01 - Brainstorming
02 - Double Diamond
03 - Affinity Diagram
DURATION
8 Months
Limits
Solo designer
Limited participant pool
Research bias
Step
DISCOVER
Problem Definition
Primary & Secondary Research
01
/04
Step
DISCOVER
Problem Definition
Primary & Secondary Research
01
/04
Step
DISCOVER
Problem Definition
Primary & Secondary Research
01
/04
CASE STUDY - SOLUTION
UX Recommendations
UX Recommendations
UX Recommendations
Descriptif de la solution Each recommendation directly responds to insights gathered during user research and usability testing.
Deliverable - 01
Research Synthesis
Deliverable - 02
UX Recommendations
Deliverable - 03
Checkout Flow Simplification
What we learned and understand about the users ? (A modif)
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. (A modifier)
DESIGN RATIONALE
User-centered design → Figma → Usability → UI kits
EXPECTED OUTCOME
User-centered design → Figma → Usability → UI kits
EXPECTED OUTCOME
User-centered design → Figma → Usability → UI kits
EXPECTED OUTCOME
IMPACT & RESULTS
IMPACT & RESULTS
IMPACT & RESULTS
IMPACT & RESULTS
87%
Feature adoption rate
87%
Feature adoption rate
87%
Feature adoption rate
87%
Feature adoption rate
WHAT I’D DO, IMPROVE AND MEASURE IN THE FUTURE
WHAT I’D DO, IMPROVE AND MEASURE IN THE FUTURE
Learnings & Next Steps
Learnings & Next Steps
Learnings & Next Steps
Key Learnings
Key Learnings
Key Learnings
What I'd do Differently ?
What I'd do Differently ?
What I'd do Differently ?
Principles I’d Reuse
Principles I’d Reuse
Principles I’d Reuse
DISCOVER MORE PROJECTS
DISCOVER MORE PROJECTS
DISCOVER MORE PROJECTS
Want to see more ?
Explore other Case Studies
Want to see more ?
Explore other Case Studies
Want to see more ?
Explore other Case Studies
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