Cart & Checkout Redesign

Initiative Background

A few years after transitioning off Nike’s platform,
Converse’s cart and checkout experience required a redesign to better meet evolving user expectations and business needs.

Business Goals

  • Increase conversion rate

  • Improve AOV

  • Improve UPT (was at 1.2-1.5)

Key Metric

  • Checkout completion rate

  • Droop-off per step

  • Time to complete

  • Error rate/recovery

User Goals

  • Clarity & confident in every step of Checkout

  • Improved site performance speed

  • Improved checkout speed

  • Flexibility in payment, edits

UX Do-NowProject Plan

Scope
My Involvment
Phase 1

Discovery
& Research

  • Understand current experience, pain points & opportunities

  • Uncover user’s needs & expectation

↘︎ Directed discovery efforts to identify customer needs and translate insights into intuitive, scalable digital solutions

  • Data analysis: Funnel drop-offs, device split (mobile vs desktop), error logs, customer feedback

  • Usability audit: Identify friction in current cart/checkout flow

  • Competitive benchmarking: Patterns from leading e-commerce checkouts

↘︎ Orchestrated cross-functional design initiatives, aligning user needs with business goals across the Converse ecosystem

Phase 2

Definition
& Prioritization

  • Synthesize findings into a clear direction(s)

  • Create a shared, aligned roadmap across UX, Product, Dev and Testing & Optimization teams

↘︎ Partnered with strategists to uncover pain points and define opportunities within key user flows and features

  • Identify opportunity: Do-now & do-later optimizations & testing opportunities

↘︎ Acted as a connective layer across product, engineering, creative, analytics, and research teams to drive alignment in an agile environment

  • Prioritization: Impact vs effort (what to fix first, what will be part of the new design & what to measure now to inform redesign)

Phase 3

Implementation, Launch & Measure

  • Deliver win-now designs for low effort-high impact optimizations in the current experience

  • Closing the loop with data and continuous monitoring

↘︎ Ensured high-quality design implementation, maintaining consistency and accessibility across platforms

↘︎ Tracked and analyzed engagement and conversion metrics, using insights inform the vision of new experience

Redesign Project Plan

Scope
My Involvment
Scope
My Involvment
Phase 1

Strategy Creation

  • Reimagine the end-to-end experience

  • Translate strategy into features & functionalities

↘︎ Led UX strategy and design driving capability development and optimization.

↘︎ Provided the agency with deep context—business goals, user insights & technical constraints.

Phase 4

Visual Design & System Integration

  • Apply brand and UI system

  • Ensure accessibility (e.g., WCAG / Section 508)

  • Translation pressure-test

↘︎ Ensured agency leveraging existing brand & UI pattern.

↘︎ Ensured agency work aligns with existing systems and long-term product direction.

↘︎ Ensured all flows and interactions are well-documented including error state & handling.

Phase 2

Concepting & UX Design

  • Map out rough current vs future user journey

  • Define ideal checkout flow (guest checkout, express pay, etc.)

  • Identify key moments: cart review, shipping, payment, confirmation

  • Stakeholder share-out & reviews

↘︎ Acted as the gatekeeper of quality and consistency, reviewing outputs, synthesizing stakeholder feedback, and preventing misalignment.

↘︎ Made sure decisions are realistic, scalable, and actually shippable within the organization.

Phase 5

Implementation
& Collaboration

  • Implementation & testing plan creation

↘︎ Collaborated with product and testing optimization teams for implementation strategy and plan creation.

↘︎ Conducted design QA.

↘︎ Supported design during build (design QA)

Phase 3

Prototype & Test

  • Build interactive prototypes

  • Conduct usability testing

↘︎ Supported testing insight share-out

Phase 6

Launch
& Measure

  • Track key metrics (conversion, drop-off, errors)

  • Gather qualitative feedback

  • Iterate based on data and feedback

↘︎ Optimized micro-interactions, messaging, and performance

↘︎ Explore future enhancements

↘︎ Tracked and analyzed engagement and conversion metrics, using insights inform iterations

↘︎ Supported post -launch A/B testing

Research Findings 👀 🔍

Customer Satisfaction & Competitive Positioning

CSAT for cart and checkout was merely at parity with competitors, highlighting clear opportunities for differentiation.

(Resources: Baymard & Salesforce Commerce Cloud)

Conversion Opportunities

  • Lack of express payment options introduces friction for mobile and impulse users, contributing to cart abandonment—especially in Western Europe.

  • High guest checkout rates indicated an opportunity for member acquisition.

  • Cart and checkout were the second-largest touchpoint for sign-in/sign-up, signaling strong conversion intent.

  • Limited personalization across the journey signals untapped opportunities for upsell and cross-sell.

(Resources: InMoment, Adobe Analytics)

Usability & Experience Gaps

  • Mobile experience was under-optimized, despite mobile driving the majority of traffic (skewed toward iOS users).

  • Sub-journeys were not optimized for order completion and frequently divert users from their primary task, i.e.

    • Member flow lacks efficiency and does not adequately support quick edits to shipping and billing

    • Product edit often navigates customer away from Checkout

  • Error recovery rate seemed low and slow around promo code, payment highlighting opportunity for clarity and recommended next best action.

(Resources: InMoment, Adobe Analytics, Usability Audit)

 ✶ Cart & Checkout Redesign ✶

Guiding Principles

↘︎
Mobile First Design
Design for the smallest screen first (informed by data), prioritizing clarity and ease of interaction.

↘︎
Frictionless by Default
Reduce effort at every step to keep both guests and members moving forward towards order completion.

↘︎
Simplified Journey
Streamline the flow to reduce cognitive load and decision fatigue.

↘︎
Clarity Builds Trust
Ensure users feel confident and informed at every step of the checkout process.

↘︎
Beyond Checkout, Connected to Brand
Extend the experience beyond transaction to reinforce brand and build relationships.

↘︎ Mobile-first Design

  • Simplified layouts

  • Responsive designs

  • Thumb-friendly actions

  • Consider sticky CTAs

↘︎ Clarity Builds Trust

  • Promo eligibility clarity

↘︎ Beyond Checkout, Connected to Brand

  • On-brand microcopy, visuals and animation

  • Cross-sell/upsell aligned with brand

Re-Design: Cart 🛒

↘︎ Clarity Builds Trust

  • Transparent pricing (tax, shipping, fees)

  • Clear delivery expectations

  • Visible return policies

↘︎ Frictionless by Default

  • Express payments (Apple Pay, PayPal, Klarna)

Thanks for reading—this experience is iterative, and this section is still being improved. Check back soon for updates.
🛠️

to be continued*

to be continued*

Thoughtfully crafted to elevate what matters most.

 ✶ Cart & Checkout Redesign ✶

Guiding Principles

↘︎
Mobile First Design
Design for the smallest screen first (informed by data), prioritizing clarity and ease of interaction.

  • Simplified layouts

  • Responsive designs

  • Thumb-friendly actions

  • Consider sticky CTAs

  • Minimized input fields for mobile users

↘︎
Frictionless by Default
Reduce effort at every step to keep both guests and members moving forward towards order completion.

  • Guest checkout

  • Autofill

  • Express payments (Apple Pay/PayPal)

  • Inline validation

  • Minimized steps & cognitive load

↘︎
Simplified Journey
Streamline the flow to reduce cognitive load and decision fatigue.

↘︎
Clarity Builds Trust
Ensure users feel confident and informed at every step of the checkout process.

 How each UX decision and feature & functionality ties back to guiding principle in the new design

  • Consolidated steps

  • Clear progress indicators

  • Persistent cart summary

  • Focused content hierarchy

↘︎
Beyond Checkout, Connected to Brand
Extend the experience beyond transaction to reinforce brand and build relationships.

  • Transparent pricing (tax, shipping, fees)

  • Clear delivery expectations

  • Visible return policies

  • Real-time error handling that guides users to next best action

  • On-brand microcopy, visuals and animation

  • Cross-sell/upsell aligned with brand

  • Thoughtful confirmation experience and clear post-purchase communication (email/SMS)

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Converse Storefront on Amazon