ECOMMERCE UX IMPROVEMENtS

Turning a 5-Step Checkout Into a 1-Step Conversion Engine

Role

eCommerce Growth Lead

TEAMS

UX Designer · Developer · eCommerce Manager

DEVICE

Mobile & Web

TIMELINE

4 Months

Role

eCommerce Growth Lead

DEVICE

Mobile & Web

in collaboration with

UX Designer · Developer · eCommerce Manager

timeline

4 Months

88% of Users Dropped Before Reaching the Checkout Page

Radiant Professional Makeup’s eCommerce growth was constrained not by demand, but by friction. Users were forced through a fragmented checkout flow that resulted in high cart & checkout abandonment.

By simplifying the path from product view to purchase, I redesigned the checkout experience to remove unnecessary steps, eliminate blockers, and align the product with how customers actually buy.

Timeline

4 months from insight to implementation, focused on reducing checkout friction and improving conversion efficiency.

Process

I started by analyzing funnel data and run some usability tests to identify where and why users were dropping off.

Based on this, I redesigned the flow around speed and intent:

Enabled direct access to checkout from the cart drawer
Removed the email/signup barrier
Collapsed a four-step checkout into a single page

All changes were prioritized to reduce friction, minimize clicks, and improve conversion — without relying on discounts or incentives.

83% of Orders Were Guest Checkouts, Yet We Forced Users to Sign Up

This four-step flow below added unnecessary friction and interrupted purchase intent, leading to significant drop-off before users even reached checkout.