project
01
Food52 Checkout
results
30% Faster Registration & Checkout • 40% lift in completion • 150% lift brand confidence
E-Comm Elevation
Building Trust with a Beloved Brand
As F52 came out of the pandemic, I joined and saw an immediate need to evolve the complex checkout UX to support trust and confidence. The result is a elegant product experience - Creating a flow that communicates drop-shipping, while retaining users thru purchase funnel. Emotionally reconnects users with their cart choices in the final moments and ensures ADA compliance while modernizing a luxury brand.
2 weeks
Web, App, Design System
The Challenge
Customers were not returning for new purchases, even though they were consuming content. Based on our “Build Purchase Confidence” OKR I dug into the data to identify where bounce was occurring. With no clear answers, I interviewed a handful of customers across 5 user types.
"I need to just have blind faith that I will get what I am ordering"
Holding a design sprint with Product, Design and Engineering, we identified the various opportunities to build purchase confidence across the E-comm eco-system and rank-stacked them against the roadmap and value.
the job
Clean up UX - design a mini-funnel (who, where, how, review, edit, action) - using mental modals and jakobs law to craft hierarchical Content Design
Update Copy - Support scan/read and modernize to match the marketplace
Elevate UI - Emphasis on accessibility and user information, reduce visual friction and modernize the font and palette for a fresh, clean experience
KPI - Lift funnel events 10-20%, with a goal of lifting completion rate 15%
250% faster successs rate
20-30% lift in purchase conversion
Beat Testers loved the simplicity, noting that the new edit order model was key in their choice to buy.
Time and accuracy were the most impotant factors in building confidence with consumers. If they could trust the process, they trusted us.
