Customers may struggle to find the right product, understand delivery terms, or move confidently toward checkout. Behind the scenes, disconnected inventory, fulfillment, and reporting processes can create work for the team. Store decisions need to account for both sides of that journey.
How I approach it
Review a representative buying journey on mobile and desktop, then follow the order into the operational systems. Distinguish merchandising issues from technical friction and process gaps. Prioritize changes by customer impact, effort, and the evidence available to validate them.