One-step custom checkout

Problem: The client, a major pet retailer, faced a significant issue with their online checkout experience. The existing checkout process was clunky, slow, and negatively impacting conversions. Users struggled with the lengthy steps and complexity, resulting in poor customer experience. The client wanted to overhaul this experience with a faster, more intuitive solution that would streamline purchases, reduce friction, and ultimately improve conversion rates. Process: To address the problem, we designed a one-step, streamlined checkout experience that would enhance speed and usability. The project involved building a headless PWA (Progressive Web App) checkout, allowing it to function independently and be optimised for performance. We began by collaborating closely with the client, capturing all requirements and creating wireframes to cover all potential user cases. Given the complexity of their offerings, such as repeat delivery, home delivery, and click-and-collect services, every user flow needed careful consideration. We worked extensively with the development and tech teams to ensure that the solutions we designed were technically feasible and within scope. Throughout the process, we developed a modern visual style and brand library that would bring a fresh look to the checkout experience while still complementing the existing design of the site. Multiple design iterations were tested with users to refine the user experience, ensuring that it addressed both business needs and user concerns. Output: The final checkout design is seamless, intuitive, and easy to use. It allows users to quickly sign in using alternative methods (such as social logins), addressing a key issue identified in the brief, users frequently forgetting their passwords. The mobile version of the checkout, a specific concern in the original brief, was also carefully designed to avoid feeling overly long or cluttered, despite the need to communicate a lot of information during the process. Ultimately, the solution delivered a visually clean, highly functional, and user-friendly checkout experience that improved usability without overwhelming the user. By reducing friction points and streamlining the process, the new checkout has enhanced the overall user experience, helping the client meet their business goals. Results: 15 - 20% increase in overall conversions as a result to a more seamless and simple checkout process (roughly $2 million+ in projected revenue).