Company
The Sting is a Dutch fashion brand with a legacy of 40 years, boasting over 150 stores and multiple online platforms, including The Sting, Costes, Cotton Club, and Hang Eleven. As the brand expanded, maintaining consistency across various digital interfaces became increasingly challenging.
Overview
Costes, a fashion brand under The Sting, sought to enhance their online shopping experience by reducing cart abandonment and improving the checkout process for mobile users, who make up the majority of their traffic.
Methods used
Qualitative research methods
Quantitative research methods
Redesign of a one-page format
Usability Testing
A/B Testing
Remote Testing
Guerilla Testing
Design Sprint
The team
Frontend developers
Backend developers
Product Owner
UX Design + UX Research
Problem Statement
The existing checkout process was lengthy, lacked clear hierarchy, and had confusing calls-to-action. Users often had to re-enter information, and the shopping cart emptied if they navigated back, leading to frustration and cart abandonment.
Outcomes
I conducted extensive research using both qualitative and quantitative methods. I redesigned the checkout process to a one-page format with an accordion menu, auto-scroll features, and the ability to save the last selected options. These changes streamlined the process and made it more user-friendly.
Results
The redesign significantly improved the usability and speed of the checkout process. This led to a noticeable reduction in cart abandonment rates and provided a smoother, more efficient checkout experience for customers.
By leveraging comprehensive research and innovative design, Costes successfully optimized their checkout process, enhancing customer satisfaction and retention