PROJECT OVERVIEW

Role: Product Designer

Timeline: 6 month

Tool: Figma

ONE STEP CHECK OUT

ONE STEP CHECK OUT

The Challenge

The Challenge

Beginning of the last year we started a very important journey: Revamping the Check out. For an e-commerce business, the checkout experience is where every detail matters. A smooth, transparent, and user-friendly process can make the difference between a sale and a lost customer. In the previous journey, the user needed to complete 7/8 steps before checking out. Many steps can cause decision fatigue, encouraging cart abandonment, and negatively impacting conversion rates.

Beginning of the last year we started a very important journey: Revamping the Check out. For an e-commerce business, the checkout experience is where every detail matters. A smooth, transparent, and user-friendly process can make the difference between a sale and a lost customer. In the previous journey, the user needed to complete 7/8 steps before checking out. Many steps can cause decision fatigue, encouraging cart abandonment, and negatively impacting conversion rates.

Our goal was to:

  • Simplify the checkout by reducing the number of steps

  • Improve visual design and content

  • Explore opportunities for innovation

  • Increase conversion rate

  • Reduce cart abandonment

Our goal was to:

  • Simplify the checkout by reducing the number of steps

  • Improve visual design and content

  • Explore opportunities for innovation

  • Increase conversion rate

  • Reduce cart abandonment

Research & Discovery

Research & Discovery

We made a very intensive competitor benchmarking including both luxury and mainstream retail in different industries from fast retail to cosmetics.

We made a very intensive competitor benchmarking including both luxury and mainstream retail in different industries from fast retail to cosmetics.

Shopping Cart

Shopping Cart

The shopping cart helps you track your selections and stay informed about key details before you checkout. We paid extra attention to:

  • The user should have access to the image gallery to limit cart abandonment.

  • The user should have access to delivery promises based on their address

  • The user should be able to edit their sizes and quantity.

  • The total order value of the item and highlighting shipping cost.

  • Users should be allowed to move their items to the wishlist rather than deleting

  • Highlight free returns up to 30 days and display multiple payment options.

  • If a guest user is shopping, give them the option to sign in or create an account highlighting the benefits.

  • If a user lands on an empty shopping bag, recommend personalized products based on their browsing behavior.

The shopping cart helps you track your selections and stay informed about key details before you checkout. We paid extra attention to:

  • The user should have access to the image gallery to limit cart abandonment.

  • The user should have access to delivery promises based on their address

  • The user should be able to edit their sizes and quantity.

  • The total order value of the item and highlighting shipping cost.

  • Users should be allowed to move their items to the wishlist rather than deleting

  • Highlight free returns up to 30 days and display multiple payment options.

  • If a guest user is shopping, give them the option to sign in or create an account highlighting the benefits.

  • If a user lands on an empty shopping bag, recommend personalized products based on their browsing behavior.

Checkout

Results

Results

This checkout revamp was the most extensive and high-impact project I have worked on, playing a crucial role in shaping the company's e-commerce experience. Given its scope, the development process was long and required multiple iterations, as we continuously refined the design to balance user needs, business goals, and technical constraints. Each phase brought new insights, from addressing unexpected user behaviors to optimizing for performance and scalability.
Through this project, I learned the importance of patience, adaptability, and cross-functional collaboration. Designing for such a critical touchpoint meant constantly evaluating trade-offs between ideal solutions and real-world limitations. While the journey was complex, the outcome significantly improved the checkout flow, reducing friction, increasing conversions, and reinforcing the brand’s commitment to a seamless shopping experience. This experience has strengthened my approach to problem-solving in large-scale design projects, making me more strategic and resilient in the face of challenges.

This checkout revamp was the most extensive and high-impact project I have worked on, playing a crucial role in shaping the company's e-commerce experience. Given its scope, the development process was long and required multiple iterations, as we continuously refined the design to balance user needs, business goals, and technical constraints. Each phase brought new insights, from addressing unexpected user behaviors to optimizing for performance and scalability.
Through this project, I learned the importance of patience, adaptability, and cross-functional collaboration. Designing for such a critical touchpoint meant constantly evaluating trade-offs between ideal solutions and real-world limitations. While the journey was complex, the outcome significantly improved the checkout flow, reducing friction, increasing conversions, and reinforcing the brand’s commitment to a seamless shopping experience. This experience has strengthened my approach to problem-solving in large-scale design projects, making me more strategic and resilient in the face of challenges.

© 2025 Hilal Oztas