Redesigning the checkout


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

Product Design
— App Design
— UX Design
— User Research
— Strategy
— UX Research
— Design Workshop
How do we increase the sales 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
additional steps
different questions
Making incremental changes to the UI along with introducing the new design system.
I concentrated on consolidating all of the steps into relevant forms and modules, heliping the user easily navigate through the checkout.
increase in conversions
Checkout login rate increase
App ratting increased from 3.9

• The Burberry App was awarded "Best Mobile App" at 2017’s Glossy Awards and also "Best App" at Drapers Online Digital Festival 2018.