Redesigning the checkout

Burberry

How I simplified the checkout and increased conversion rates by 3%

Product Design

— App Design
— UX Design
— User Research

E-commerce

— Strategy
— UX Research
— Design Workshop

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The Goal: Increase checkout conversations of a Global Luxury fashion brand by 5%

The checkout process at Burberry had a number of redundancies. The logic is that if we remove these redundancies it will speed up the checkout process resulting in a increased converstion rate.

Challenges/Problems Statement

Checkout at Burberry similar to most e-commerce sites is a multi-step process. Here’s what an non registered user goes through to place an order.

6 redirections. 20 steps. 27 questions. At least 38 actions. Yeah, just to buy Trench coat... That’s crazy. 🤕

My solution was to take these 38 actions and break them down into 6 easy steps resulting in a conversion uplift of 5% equivalent to millions in sales

Redirections

additional steps

different questions

Making incremental changes to the UI along with introducing the new design system.