Checkout Redesign | Art.com
Role: Lead UI Designer/Product Manager
The goal of this project was to do a complete overhaul of the checkout process to improve both user experience and conversion. After initial research and brainstorming, a "single-page," AJAX framework was proposed to maximize wayfinding and reduce the number of perceived steps. Challenges included creating a unified system that worked across 3 different websites, 7 different languages, 7 different payment methods, and multiple rules dictated by partner agreements.
After (Address)
- This project required extremely close partnerships with many different teams, namely engineering, customer support, marketing, creative design, and international.
- Smooth animations and transitions were accomplished by working closely with the web dev team.
- The customer support team was critical in ensuring content was informative and precise.
After (Payment)
- I prototyped and conducted several rounds of usability testing with external participants throughout the design process.
Before (Address)
- The original checkout flow was a series of steps that could be as long as 9 different pages.
Before (Shipping)
- It was often hard to discern the primary action on the page as well as the intended flow of content.
- This project required extremely close partnerships with many different teams, namely engineering, customer support, marketing, creative design, and international.
- Smooth animations and transitions were accomplished by working closely with the web dev team.
- The customer support team was critical in ensuring content was informative and precise.