ShopLocal Collective, an online marketplace for local artisans, was experiencing high cart abandonment rates, particularly during their complex multi-step checkout process.
Role:
UX Strategist & Designer
Timeline:
4 Weeks
Tools:
My Contributions:
Funnel Analysis
Heuristic Evaluation
User Testing
A/B Test Design
UI Redesign
High cart abandonment was directly impacting ShopLocal Collective's revenue. The goal was to identify all friction points within the existing checkout flow and redesign it to be faster, more intuitive, and build greater user trust to increase the number of completed purchases.
Key Activities & Links:
The process began with a heuristic evaluation and user testing of the current flow to pinpoint specific pain points. Based on these findings, we designed and A/B tested two new checkout flows: a single-page express checkout and a significantly streamlined multi-step version. Both versions incorporated clearer progress indicators, enhanced error messaging, guest checkout options, and prominent trust signals (security badges, clear return policies).
The chosen redesigned checkout flow resulted in an 18% increase in the overall checkout completion rate and a 22% reduction in cart abandonment. The average time taken to complete a checkout also decreased by a significant 45 seconds, leading to improved user satisfaction and increased revenue for the artisans on the platform.
Developed a comprehensive UI kit and design system for a B2B SaaS platform to ensure consistency and speed up development.
Developed a comprehensive UI kit and design system for a B2B SaaS platform to ensure consistency and speed up development.