Case Study

Overview

Wallbox is dedicated to changing the way the world uses energy creating advanced electric vehicle charging and energy management systems that redefine users’ relationship to the grid.

Wallbox goes beyond expected electric vehicle charging to give users the power to control their consumption, save money, and live more sustainably offering a complete portfolio of charging and energy management solutions for residential, business and public use.

I belong to eCommerce Strategy Team working directly to supply the website’s needs for 23 countries. My daily work includes:

– Define user flows (Miró)
– Define user personas by country (we have 23 online stores)
– Identify pain points and create proposals to give the user a smother path and an easier way to shop
– Create AB tests experiments an analyse results (AB Tasty)
– Measure pages using heat maps (Hotjar)
– Create wireframes base in data, been part of the design process and supervise development (Adobe XD and Figma)
– Lead cross company projects involving marketing, design, installations, product team, sales and / or other departments (Jira)

Problem

The existing eCommerce experience lacked clarity and scalability:

• Complex product offering with limited guidance for users

• Inefficient navigation and filtering

• High bounce rates due to lack of contextual information

• Inconsistent experience across international stores

Role & Responsibilities

• Defined end-to-end user flows and personas per market

• Identified pain points using behavioral data (Hotjar, analytics)

• Led A/B testing strategy and experimentation (AB Tasty)

• Created data-driven wireframes and prototypes (Figma, Adobe XD)

• Collaborated cross-functionally with product, marketing, and engineering

• Oversaw implementation across 23 country stores

Approach

1. Research & Insights

• Analyzed heatmaps and user behavior to detect friction points

• Segmented users by country to adapt flows and messaging

• Identified key drop-offs in product discovery and PDPs

2. UX Strategy

• Simplified navigation and product architecture

• Introduced clearer segmentation: Home vs Business solutions

• Designed scalable user flows adaptable across markets

3. Experimentation

• Ran A/B tests to validate hypotheses (filters, content, layouts)

• Iterated based on performance data and user behavior

>> New Shop + PDPs

• Presence of product filters

• Stories to give more information and avoid bounce rate

• Configurable products

• Home and Business Solutions

Old shop

New shop

Key Improvements

• Enhanced Product Discovery
  Introduced filters and clearer categorization to reduce cognitive load

• Improved PDP Experience
  Added storytelling elements and contextual information to reduce bounce

• Configurable Products
  Enabled users to customize solutions based on their needs

• Localized UX
  Tailored personas and flows for 23 international markets

  
  

New website user flow

Impact

• Smoother, more intuitive purchase journey

• Increased engagement through richer product context

• Scalable UX framework supporting global growth

• Stronger alignment between business goals and user needs

>> Track my order and Return Process

• To know the order status

• Oriented for two type of users: Registered and the ones that have bought as guests

  
  

New tracker user flow

Research Summary

Objective

Understand user behavior across Wallbox’s multi-market eCommerce experience to improve product discovery, reduce friction, and increase conversion.

Methods

A mixed-method research approach was used:

• Quantitative

  • Heatmaps (Hotjar) to identify interaction patterns and drop-offs

  • A/B testing (AB Tasty) to validate UX improvements

  • Analytics to track funnel performance

• Qualitative

  • Persona definition by country (23 markets)

  • User flow analysis to map key journeys

  • Heuristic evaluation of the shop and PDPs

This combination enabled both behavioral insight and validation of design decisions.

Key Findings

1. Product complexity created decision friction
Users struggled to understand differences between products (home vs business, configurations), leading to hesitation and drop-offs.

2. Weak product discovery

• Limited filtering and categorization

• Users relied on trial-and-error navigation

• Difficulty finding the “right charger” for their needs

3. Lack of contextual information on PDPs

• Users needed more guidance (use cases, compatibility, benefits)

• Missing storytelling increased bounce rates

4. Inconsistent experience across markets

• Different user expectations per country

• Lack of localized flows reduced relevance and trust

5. Navigation did not match user mental models
Users were thinking in terms of use case (home/business), not product names.

Conclusions

1. Simplification is critical in complex product ecosystems
Reducing cognitive load (through filters, categorization, and clearer flows) is essential to support decision-making.

2. UX must shift from product-first to user-need-first
Structuring the experience around user intent (e.g., “I need a home charger”) improves clarity and engagement.

3. Content is a key conversion driver
Adding contextual information (stories, explanations, use cases) transforms PDPs from static pages into decision-support tools.

4. Localization goes beyond translation
Adapting personas, flows, and messaging per market is necessary to align with different behaviors and expectations.

5. Continuous experimentation is required
A/B testing and behavioral data create a feedback loop that enables incremental, measurable UX improvements.