Senior Interaction Designer
eCommerce / Web
A key part of a larger site platform upgrade was the development of a new shopping bag and checkout flow for our site. We needed to modernize the experience to be friendlier for the mobile users that make up over 50% of site traffic.
In addition to being responsible for all hands-on design work, I also facilitating a series of in-person usability tests, authoring findings that informed key design adjustments and potential future enhancements.
Expanding upon core functionality, I made user flow adjustments as needed to accommodate both business and user needs.
From the shopping bag through order confirmation, responsive layouts were designed across three key breakpoints to ensure a frictionless experience across mobile, tablet, and desktop devices.
Iterating on various approaches, I collaborated with stakeholders, engineers, product managers, and brand team.
Expanding upon and complementing our existing design system, the designs were documented and shared with developers using a combination of Zeplin and newly-authored additions to the Brooks Digital Style Guide.
Often, checkout flow changes can result in an initial dip as users adopt the new experience. Our primary KPI was to “do no harm” and then grow conversion in the long run.
Happily, we rolled out updated checkout in July 2019 and saw an immediate increase in conversion in both North America and EMEA regions among mobile users.