Pylyp Pistolkors
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Case study 03 · BBQ.ua · E-commerce

Redesigning a grill store — clearer filters, guest checkout, expert advice on every product page

BBQ.ua runs a chain of grill and barbecue stores in Ukraine. Its website sold the products but felt outdated, cluttered and hard to use on a phone — the redesign had to make buying a grill feel as confident as asking an expert in store.

Role
UX/UI Designer
Timeline
4 months, 2024–25
Company
PYP International
Platforms
Responsive web

Problem

Customers liked the products, not the shopping

I ran interviews with existing customers, a competitive analysis of modern e-commerce sites and usability tests of the current store.

  • The design felt outdated and cluttered.
  • Filtering and sorting were not intuitive, so people couldn’t find the right grill.
  • Checkout was long and required too many steps.
  • Recommendations were appreciated but not personal enough.
  • New buyers wanted guidance: video tutorials and care tips.

Focus

Four problems to solve

NavigationPoor filtering and categorisation made products hard to find.
Checkout frictionA lengthy purchase flow led to drop-offs.
TrustReviews, testimonials and video guides were buried.
MobileThe phone experience was inconsistent and hard to use.

Users

Meet Andrii, the primary user

Name
Andrii Melnyk, 38
Occupation
Project manager in an IT company
Location
Kyiv, UA

Andrii is a family-oriented professional living in a suburban house near Kyiv. He enjoys spending weekends grilling with friends and family in his backyard. With a busy work schedule, he prefers online shopping that’s fast, clear and reliable. He values expert advice, quality equipment and services that save him time.

Goals

  • Buy a reliable grill and quality accessories with minimal hassle.
  • Learn how to properly maintain and clean his grill to make it last longer.
  • Get trustworthy advice and recommendations before making a purchase.

Frustrations

  • Overwhelming or outdated website designs that make it hard to find the right product.
  • Lack of detailed, trustworthy information like real reviews or expert tips.
  • Complicated checkout processes that require unnecessary steps or registration.

How BBQ.ua helps

  • Modern, clean design with intuitive navigation and filters to help him find exactly what he needs fast.
  • Video consultations and cleaning tips available right on the product page to give him confidence in his purchase and maintenance.
  • Streamlined checkout with multiple payment options and guest checkout so he can buy quickly without creating an account.

His path through the store

  1. 01 · HomeLands on the store
  2. 02 · FindBrowses categories or searches
  3. 03 · NarrowFilters the listing
  4. 04 · ItemChecks photos, video and details
  5. 05 · CartAdds the grill
  6. 06 · OrderChecks out as a guest
  7. 07 · ResultOrder complete

Process

Flow first, then wireframes

The user flow maps the journey from discovery to order, keeping the path from the home page to checkout as short and direct as possible.

User flow from the home page through listing, item and cart to order completion, with profile, blog and brand entry points

Wireframes for the home page, the product page and the Our Shop page

Design system

Warm, bold and built to scale

With the structure set, I moved on to the visual language: a responsive component set, an adaptive type scale and a warm palette that feels like an evening by the grill — consistent on desktop and mobile. The screens that follow are built from it.

Design system: Geologica and Inter type scale, accent and grayscale colours, buttons, inputs, selection controls and product cards

Key decisions

What changed

Filters people actually use

The listing page got clear categories, visual sub-categories and filters for price, availability, type and material — so a buyer narrows hundreds of grills down in a few taps.

Grills listing with visual categories and filters

A product page that answers questions before they’re asked

Photos, buying options and extra services sit together, with video consultations and cleaning tips right on the page for people who are new to grilling.

Product page for a Weber kettle grill with gallery and buying options

Checkout without an account

Guest checkout, multiple payment options and a single clear path to “place order” replaced the old multi-step flow.

Checkout with buyer details, delivery and payment

Final screens

Desktop and mobile

Home page on desktop and mobile: category banners, popular categories, sale and brand carousels, services, articles and footer

Home — a banner for the featured category, popular categories, sales and brands in carousels, video consultation and cleaning service tiles, and fresh articles in one scroll. On mobile the same blocks stack, with swipeable carousels.

Product page on desktop and mobile: gallery, price and buying options, extra services, delivery, payment, description, characteristics and reviews

Product page — the gallery, price, buying and credit options, extra services, delivery and payment sit above the fold, followed by the description, characteristics and reviews. On mobile the buying block moves under the gallery.

Testing

What users told us

In usability testing with a small group, people found the new layout easier to navigate, found products faster with the new filters, and got through checkout with fewer drop-offs. Two things came back for another round: more hierarchy in product descriptions and a more visible customer-service section — both fixed in the final design, along with contrast and micro-interaction polish.