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E-Commerce Platform

Streamlined shopping experience

E-Commerce Web

Overview

A mid-size fashion retailer was losing sales at checkout. The 7-step process was causing friction and cart abandonment.

The Challenge

Analytics showed that 62% of users who added items to their cart never completed purchase. Most dropped off at step 3 (account creation).

My Role

UX Designer — responsible for checkout flow redesign, A/B testing strategy, and design system updates.

Process

  1. Analysis — Mapped the existing 7-step flow and identified drop-off points
  2. Benchmarking — Studied checkout patterns from 15 top e-commerce sites
  3. Redesign — Consolidated into 3 steps with guest checkout option
  4. Testing — Ran A/B test with 50,000 users over 2 weeks

Results

  • Cart abandonment reduced by 35%
  • Average checkout time dropped from 4.5 to 1.8 minutes
  • Guest checkout used by 58% of new customers