Senior Product Designer · E-commerce
Checkout redesign for a fashion retailer
A shorter, clearer checkout that lifted mobile conversion by 14% in a controlled experiment.
- iOS
- Android
- Web
Results
- +14%
- Mobile conversion
- 5 → 3
- Checkout steps
- 6 weeks, 50%
- Test duration and traffic
- £3.2M
- Added annual revenue
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The problem
Mobile shoppers abandoned the basket at twice the rate of desktop shoppers. Checkout asked for an account, then an address, then payment across five screens.
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What needed to be done
Raise mobile checkout conversion without hurting average order value or increasing payment failures.
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How the right problem was found
Session recordings and funnel data showed the biggest drop at account creation. I proposed guest checkout with express wallets, collapsed the steps to three and moved delivery options earlier so shoppers saw the full cost sooner. We tested against the old flow with 50% of mobile traffic for six weeks.
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The outcome, measured
The new checkout won and shipped to everyone. Payment failures stayed flat and average order value held.
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A closer look at the work
