April 25th, 2025 at 09:42 am
Let me hit you with something real: Most eCommerce apps today are bloated, slow, and built like websites. Too many screens. Too many choices. Too much friction.
And when there’s friction, users bounce. They don’t explore. They don’t add to cart. They don’t buy.
I’ve seen this story unfold dozens of times — beautifully designed apps that look premium on the outside but bleed conversions on the inside. And it’s not because the product isn’t good. It’s because the structure is wrong.
At Nordstone, we’ve built and optimised 20+ mobile apps for fast-growing eCom brands — across fashion, beauty, health, and lifestyle. And we’ve learned something game-changing:
👉 You don’t need 25 screens. You only need 5. Not more. Not less. Just five — and each one should have a very specific job.
This is the framework we’ve used to help brands go from “pretty app” to “profit machine.”
Read our latest eCommerce app case study and watch the client’s testimonial sharing their experience working with us.
Let’s walk through it — not just as screens, but as growth levers.
Each screen has a clear role to play in your user journey, from that first tap to the final checkout and long-term retention. When designed with intention, these five core screens don’t just streamline UX — they amplify conversion, reduce drop-offs, and build habit-forming product experiences.
1. Home – Not a Vibe, a Funnel
The home screen isn’t where you show off. It’s where you guide.
Too many brands treat it like a Pinterest board — rotating banners, aesthetic layouts, multiple CTAs. It looks great, but performs terribly.
Instead, your home screen needs to function like a conversion funnel.
- One clear offer
- One hero product or category
- One direct call-to-action
No confusion. No decision fatigue. You want users to land and say, “Ah — that’s what I need.”
What works well:
- Feature a time-limited deal or trending item.
- Dynamically personalise banners based on browsing history or location.
- Keep it vertical — avoid horizontal carousels. Most users don’t swipe left.
Additional tips:
- Use bold copy that makes users stop and read.
- Ensure the loading time is under 2 seconds.
- Run A/B tests to find which CTA gets the most engagement.
Why it matters: This screen sets the tone. If users aren’t tapping in the first five seconds, they’re closing the app.
2. Collection – Discovery = Dopamine
Your collection screen is where real shopping begins. But the truth is: discovery either builds momentum or kills it.
If your filters are slow, your layout is confusing, or users can’t narrow down fast — they leave.
- Smooth, scrollable grid layout
- Swipe-friendly filters (price, size, colour)
- Smart sort options (bestsellers, newest, lowest price)
Add delight with:
- Badges like “Back in Stock,” “Only a few left,” or “Trending Now.”
- Infinite scroll to keep users immersed.
- Short headlines or labels for curated picks (e.g. “Staff Favourites”).
Enhancements that drive time-on-site:
- AI-powered personalization that shows users what they’re most likely to buy.
- Allow users to save filters or sort preferences.
Why it matters: Great discovery unlocks dopamine. When users feel like they’re finding something… they stick around longer.
3. Product Page – Where Decisions Happen
This is the most important screen in your app. It’s where a customer decides: “Am I buying this… or am I out?”
If it’s cluttered, unclear, or slow, you’ve lost them. If it’s focused, clean, and confidence-building — you’re golden.
- High-quality images (tap-to-expand)
- Price + discount displayed clearly
- Variant selection (size, color) that doesn’t break flow
- Sticky “Add to Cart” button
- Reviews and ratings (don’t bury them)
- Delivery info + return policy in plain view
Inject urgency:
- “Only 3 left in stock”
- “10 people have this in their cart”
- Countdown timers for flash offers
Boost trust and conversions by:
- Including a short video demo of the product
- Displaying UGC (user-generated content) from Instagram or TikTok
- Adding a size guide that opens in a smooth overlay
Why it matters: The product page is the decision-maker. Your goal: reduce friction and increase confidence.
4. Cart – No Surprises = More Conversions
You’d be surprised how many apps lose users right at the cart. They make people apply their own promo codes. Hide shipping costs. Add unnecessary steps.
This is where trust either wins or breaks.
- Automatically apply known discounts
- Show shipping costs based on user’s location
- Offer Apple Pay / Google Pay from the get-go
- Make the total cost clear — no guessing.
- Include trust badges: “Secure Checkout,” “Free Returns,” etc.
Other powerful cart practices:
- Show how close users are to free shipping (“You’re £5 away from free delivery!”)
- Include estimated delivery dates
- Make it super easy to edit quantity, size, or variant
Why it matters: If users feel like they’re being tricked or delayed — they’ll abandon. Smooth cart = smooth conversion.
Watch This Idea in Action
If you’d prefer the short and sharp version of this, I’ve got you covered. I broke this exact idea down into a 30-second video:
5. Account – Your Silent Retention Machine
If you’re playing the long game, you need to own your user relationship. The account screen is where that happens.
It’s not just a “settings” page. It’s your re-engagement engine.
- Order history with easy reorders
- Loyalty tracker (points, tiers, rewards)
- Push notification controls
- Wishlist or saved items
- Birthday offers, personalised product recos
Want to go further?
- Add a “Your Top Picks This Week” carousel
- Give users refill reminders
- Show “Your Last Purchase” with 1-tap re-buy
- Let users manage subscriptions or upcoming deliveries
Why it matters: Retention is built quietly. A good account screen keeps users coming back without needing to re-acquire them every time.
TL;DR — Five Screens. Each with a Job.
Here’s the truth no one tells you: The best apps don’t do everything. They do the right things well.
At Nordstone, when we’re designing an eCommerce app, we always ask:
- Does this screen earn its place?
- Is it helping users move forward?
- Can we remove this entirely and still convert?
Because the brands that grow fastest aren’t the ones with the most screens. They’re the ones with the most intentional ones.
Want help turning your app into a growth engine?
I’ll show you:
- Real examples of 5-screen eCom apps that drive results
- Where most brands go wrong with design + flow
