The problem
The rebrand changed how the company presented itself, but the e-commerce didn't follow. Visually inconsistent and disconnected from the new business rules, the checkout had become a source of friction that was quietly costing conversions.
The purchase journey was fragmented. Users weren't abandoning carts because they didn't want the product — they were abandoning because the experience got in the way. Conversion was below expectations, and the team was feeling it.
Approach
I started by mapping the full checkout journey — not just what users saw, but the rules running underneath it. Where were decisions unclear? Where were users dropping off? What parts of the business logic were invisible to users but still affecting their behavior?
With the friction points mapped, I rebuilt the purchase experience from the ground up — aligning UX, UI, and business rules in a single coherent flow. The visual update wasn't cosmetic; it was structural, rooted in what had actually been causing abandonment.
In parallel, I led the creation of a design system to standardize the interface going forward. Not just solving the immediate problem, but making sure the next sprint — or the next designer — wouldn't have to start from scratch again.
Checkout journey
Design system
Screens
Outcome
The rebuilt checkout drove a 25% increase in conversion. PageSpeed hit 89. The purchase journey became something users could actually complete without second-guessing themselves.
The design system gave the team a shared foundation. Development got faster. Inconsistencies stopped accumulating. The product could grow without the UX falling apart at the seams.
This project made one thing very clear: design is most effective when it's invisible. When it removes friction so quietly that users don't notice it. The 25% lift is proof of that.
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