Challenge: Ecommerce is at the heart of bn.com, and the tiniest detail can make customers either abandon their cart or submit the order.
Solution: I led a team of three to redesign and constantly iterate on the checkout process. I came to see digital checkouts as an art form. We designed a new single-page checkout with smooth transitions between steps that kept users in context. For each iteration, I led usability tests of prototypes with both customers as well as Customer Service reps to identify potential pitfalls. After the Ajax checkout launched, conversion increased, time spent decreased and Customer Service saw a drop in issues around checkout.