project
01
Food52 Checkout
01
Design Director
Food52 Checkout
Building Trust with a Beloved Brand
E-Comm Elevation
30% Faster Registration & Checkout • 40% lift in completion • 150% lift brand confidence
2 weeks
Web, App, Design System
Research, Workshops, Product Design, UX/UI, Design System
Time = Trust. Streamlining a complex drop ship e-commerce business, into an efficient, confidence building experience to build retention and user loyalty.
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%
the solution
Many small changes added up to a big difference. The overall experience is clearer, more refined and faster to achieve success.
That velocity in comprehension, coupled with an ADA-compliant Design System brought continuity to a brand users want to love.
Plus a gated "remove from cart" UX, drove product retention - with users more excited and confident in their purchase choices.
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.
project
01
Food52 Checkout
01
Design Director
Food52 Checkout
Building Trust with a Beloved Brand
E-Comm Elevation
30% Faster Registration & Checkout • 40% lift in completion • 150% lift brand confidence
2 weeks
Web, App, Design System
Research, Workshops, Product Design, UX/UI, Design System
Time = Trust. Streamlining a complex drop ship e-commerce business, into an efficient, confidence building experience to build retention and user loyalty.
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%
the solution
Many small changes added up to a big difference. The overall experience is clearer, more refined and faster to achieve success.
That velocity in comprehension, coupled with an ADA-compliant Design System brought continuity to a brand users want to love.
Plus a gated "remove from cart" UX, drove product retention - with users more excited and confident in their purchase choices.
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.
project
01
Food52 Checkout
01
Design Director
Food52 Checkout
Building Trust with a Beloved Brand
E-Comm Elevation
30% Faster Registration & Checkout • 40% lift in completion • 150% lift brand confidence
2 weeks
Web, App, Design System
Research, Workshops, Product Design, UX/UI, Design System
Time = Trust. Streamlining a complex drop ship e-commerce business, into an efficient, confidence building experience to build retention and user loyalty.
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%
the solution
Many small changes added up to a big difference. The overall experience is clearer, more refined and faster to achieve success.
That velocity in comprehension, coupled with an ADA-compliant Design System brought continuity to a brand users want to love.
Plus a gated "remove from cart" UX, drove product retention - with users more excited and confident in their purchase choices.
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.