Cart & Checkout Redesign
A ground-up redesign of the purchase funnel for a premier multi-channel marine retailer - 240+ stores plus e-commerce. I led it end to end: research, funnel analysis, prototyping, experimentation, launch, and the post-launch measurement that proved it worked.
Result: checkout funnel conversion improved 15–79% across funnel steps after launch, measured in GA4 with day-aligned year-over-year comparisons I ran myself.
The problem
The legacy cart and checkout had accumulated years of patches: inconsistent interaction patterns, weak order-summary hierarchy, and friction at every step between "add to cart" and "order placed." Funnel analytics showed customers leaking out at steps that should have been routine.
What I did
- Diagnosed the funnel in GA4 - built step-by-step conversion analysis to find exactly where drop-off concentrated, segmented by device and traffic quality.
- Ran the full UCD process - competitive teardown, wireframes, information flow, high-fidelity prototypes in Figma, and moderated usability validation before a line of code was written.
- De-risked with experimentation - used the VWO program I own to test targeted changes and kill weak ideas cheaply before committing dev capacity.
- Shipped with engineering - carried pixel-perfect comps through implementation QA on the Salesforce Commerce Cloud storefront, including payment edge cases.
- Measured honestly after launch - when revenue didn't move in lockstep with conversion, I traced the gap to traffic quality and AOV shifts rather than declaring victory or blaming the redesign. Leadership got the true story, with data.
Why it matters
Funnel redesigns are where UX either proves it moves revenue or gets exposed. This one improved every step of the checkout experience and the numbers held up under the kind of scrutiny I apply to my own work - which is exactly the standard I hold my teams to.
Detailed design artifacts (comps, prototypes, funnel reports) are employer work product - I walk through them in a private review.