Ecommerce flow redesign — t3

A conversion-led redesign for mobile-first Australian storefronts: simplified discovery, faster cart flow, and fewer abandonment points.

Mobile-first checkout patterns
Progressive disclosure for upsells
Accessible, performance-minded UI

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The challenge

High mobile traffic with low conversion, confusing cart steps and multiple form fields causing abandonment. Our brief: reduce checkout steps, increase clarity, and maintain brand tone.

Cut time-to-purchase under 60 seconds on mobile.
Make guest checkout frictionless.
Surface trust signals without clutter.

User research highlights

Lead researcher

Qualitative interviews + session replay

Sessions showed users drop when asked for account creation and when shipping costs appear late. Clear progress and early cost transparency improved trust.

Finding

Users prefer quick defaults and visible delivery info.

Opportunity

One-tap address selection and real-time shipping estimate.

Redesigned flow — key screens

Quick product preview

Add to cart without leaving listing. Fewer context switches.

Streamlined cart

Summary, trusted badges, and promo entry in one panel.

One-page checkout

Address lookup, autofill, and payment in a single vertical flow.

Flow decisions — why they matter

We prioritised guest checkout with an optional account creation after purchase. This reduces abandonment and increases post-purchase engagement via email prompts.

Showing shipping estimates early reduced surprise fees. We implemented postcode-driven quick estimates and an inline cost breakdown before payment.

Critical CSS, lazy-loading illustrations, and semantic form controls improved Lighthouse scores and ensured keyboard/AT compatibility across the flow.