UX Design E-Commerce Conversion
E-Commerce Checkout Flow
Streamlined a 7-step checkout into 3 steps, reducing cart abandonment by 35% for a mid-size retailer.
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
- Analysis — Mapped the existing 7-step flow and identified drop-off points
- Benchmarking — Studied checkout patterns from 15 top e-commerce sites
- Redesign — Consolidated into 3 steps with guest checkout option
- 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
