UX/UI • Web Design
NETGEAR eCommerce Refresh
Rethinking a global tech brand's shopping experience, from user flows and prototypes to a research-backed redesign built to convert.
Role
Visual Designer, UX/UI Designer
Timeline
6 Months
Team
Digital Strategy, Production, Web Dev
Tools
Figma, Adobe CC, UserTesting, Balsamiq
Overview
Designing for the Company's Top Priority
Direct-to-consumer sales are one of NETGEAR's most important growth levers, with a long-term goal of becoming its own largest online retailer. Improving the experience on NETGEAR.com meant working across a web of stakeholders to turn competing priorities into a single, intuitive shopping flow that could move the business.
The Challenge
Many Stakeholders, One Experience
The hardest part wasn't the design — it was alignment. The project began with stakeholders from across the company, each with different and often conflicting priorities for what the platform needed to do.
Through ongoing collaboration, we narrowed scope to what mattered most: account creation, service attachment, and driving traffic to flagship product detail pages. With that agreed on, I could design toward a shared goal rather than a moving target.
Process
Mapping the Flow
Before building a single screen, I mapped a complete user flow to visualize every prototype the platform would need. Beyond guiding my own work, the flow became an alignment tool — a shared picture that kept every stakeholder pointed at the same outcome.
Process
Wireframing the Refresh
From the flow, I moved into wireframing — an extensive set covering the full experience. I audited the existing site throughout, deciding what to carry forward and what to rethink. The wireframes let the team see the shape of the refresh early and guided my thinking into prototyping.
Initial Prototype
High-fidelity flows for the navbar, PDP, and checkout, expanding on the approved wireframes.
Hover over image to play
PDP Experience
Prototyped variations of the twister module, product description, and layout for testing.
Hover over image to play
Validation
Letting Research Settle the Debate
With stakeholder opinions in conflict, I turned to user testing as the source of truth, focusing on the highest-impact PDP components: the twister module, product description, and layout.
I brought in an external researcher to build the test script, then ran six small groups across mobile and desktop. The results gave the team an objective foundation to decide from, instead of another round of competing opinions.
Hover over image to play
Refinement
What the Research Changed
Product Page
Combined the top-performing components into a compact twister and condensed description, lowering the barrier to reach "add to cart."
Navigation
Cut redundant features and expanded the cart and login flows to cover real use cases the first pass missed.
Checkout Flow
Rebuilt the login step for clarity, made service-attachment legal language transparent, and added stock status and partner messaging in-cart.
The Result
A shopping experience grounded in evidence, not opinion — aligned across every stakeholder in the room.
Outcome
A Refresh Built to Convert
The work modernized NETGEAR's D2C experience around proven best practices and a cleaner interface — built to support the company's pivot toward a premium market. My contributions to the platform helped move real numbers.
42%
Increase in average order value (2022)
#3
NETGEAR became its own third-largest retailer
6
User testing groups across mobile and desktop
Shipped Experience
Explore the Final Prototype
An interactive walkthrough of the shipped eCommerce experience.
Next Project
NETGEAR Design System
View Project
Want to reach out?
© 2026 Alec Gonzales. All rights reserved.
Designed and built by Alec ☺︎
Mobile Designs In-Progress
For a better experience, please view on desktop