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FEATURE NAME

Multi-Brand Checkout

✅ Journey Mapping

✅ User Flows

✅ Competitive Analysis

✅ Prototyping

📈 Increased conversion by 4%

Company: Z Gallerie > One Kings Lane
Role: Senior UX Designer

THE PROBLEM

Z Gallerie, One Kings Lane and Sur La Table are all homeware brands that were acquired by Direct Buy. Because of the acquisition, project like the Checkout experience were meant to serve the needs of all 3 brands, adding a level of complexity to the project.

MY ROLE

I was responsible for understanding the scope of the project including the individual requirements and dependencies of each brand, gathering stakeholder requirements, and designing a solution that would eliminate friction for the customer.

MY IMPACT

The updated checkout saw a completion speed of 3x faster than it was previously, and 4% more conversions of those who entered the funnel.

MY PROCESS

DISCOVERY

DEFINING THE PROBLEMS

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AREAS OF FRICTION

  • There were 4 steps of the funnel: Cart, Shipping, Delivery and Payment. Cart was not technically in the funnel, so clicking it actually removed the user from the checkout.

  • If a user wanted to edit the contents of their cart, they would have to leave the checkout funnel resulting in drop offs

  • Delivery was not always relevant to the product but showed anyways (a delivery selection was only applicable to large furniture)

  • Promo codes could not be applied in the funnel, and would require a user to go back to their cart to enter

  • Product information like Return Policy was not available, possibly leading to abandonment if the user was not confident in their big ticket purchase

COMPETITIVE ANALYSIS

VALIDATING THE UI

CRATE&BARREL

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ANTHROPOLOGIE

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WAYFAIR

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  • All examples had no more than 3 steps

  • None showed Cart as a Step

  • None allowed for Cart editing within the funnel

  • None provided product information (besides ship date range) within the funnel

REQUIREMENTS GATHERING

BRAND DIFFERENCES

Because this product would be used across 3 brands, understanding which features were available at each was a key dependency prior to wireframing.

FEATURE NAME

ZG

OKL

SLT

Accepts Gift Cards

✅

✅

❌

Accepts Promo Codes

✅

✅

✅

Offers Paypal

Offers Citizens Pay

✅

✅

✅

❌

✅

❌

Offers AfterPay

Allows Guest Checkout

❌

✅

❌

✅

✅

✅

Requires Delivery Selection

✅

✅

❌

JOURNEY MAPPING

DEFINING THE PATH

THE OPTIMAL SHIPPING FORM & FLOW

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THE OPTIMAL PAYMENT FORM & FLOW

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THE OPTIMAL CONFIRMATION PAGE FLOW

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DESIGN SYSTEM UI

COMPONENT DESIGN

DESIGN SYSTEM STRATEGY

This project would need different Design Systems to account for the branding of Z Gallerie, One Kings Lane and Sur La Table. Since Z Gallerie was brought in the most revenue, I started with a Design System tailored to their UI.

See Full Design System

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BEFORE & AFTERS

RESULTS

CONCLUSION & LIFT

This project had many objectives:
 

  1. To serve as a product to 3 brands, requiring it to be configurable and needing a Design System for each
     

  2. To reduce some of the friction we were aware existed in the market and in our existing product (such as needing to leave the funnel to edit cart, seemingly more steps than required, no product information, etc)
     

  3. And ultimately to give our customer as seamless an experience as possible

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4% Increase in Conversion

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