Express
Bag & Checkout Redesign
Checkout is the one screen where every extra step costs real money. I led a top-to-bottom redesign of the Express bag and checkout: cut the flow down to what's necessary, add the payment methods customers kept asking for, and make it work as well on a phone as on a desktop.
The Challenge
- Checkout had too many steps, and people gave up partway through
- A short list of payment options turned willing buyers away
- The bag never updated prices or stock in real time, so it felt unreliable
- Nothing in the flow pointed shoppers toward items that paired with their cart
- On mobile, where most of the traffic was, the whole thing felt clumsy
The Solution
- 1 Shorter checkout: fewer steps, plus a guest option for first-timers
- 2 More ways to pay: digital wallets, PayPal, and installments
- 3 Live bag: prices and availability that update as things change
- 4 Smart add-ons: recommendations based on what's already in the cart
- 5 Mobile-first: rebuilt for the phone, since that's where people shop
Results
- A shorter, lower-friction checkout meant more carts actually reached "order placed"
- The new payment methods brought in sales the old flow simply couldn't capture
- A live-updating bag cut the second-guessing that led to abandoned carts
- Cart-aware recommendations nudged order values up
- The mobile rebuild paid off right where most of the traffic already was
Gallery
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"Checkout work is unglamorous, but it's where the money is. Every step we removed was a few more people who finished what they started."