Food52 Checkout

Time = Trust. Streamlining a complex drop ship e-commerce business, into an efficient, confidence building experience to build retention and user loyalty.

Web, App, Design System

Research, Workshops, Product Design, UX/UI, Design System

2 weeks

results

30% Faster Registration & Checkout • 40% lift in completion • 150% lift brand confidence

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.