ARIAT / CART + CHECKOUT EXPERIENCE
Simplifying cart and checkout.
Funnel analysis showed customers dropping off at the cart and payment steps. I set the redesign direction and coached a product designer who owned the detailed execution through launch.
DESIGN FILE / MOBILE EXPERIENCE
Keep the next step and order details visible.
Express checkout, a visible four-step model, editable summaries, and familiar payment choices made a complicated flow easier to understand. These Figma frames include later iterations; they are not a record of every feature in the 2024 launch.
01 / FIND THE FRICTION
The largest drop-offs were at the cart and payment steps.
We used funnel analysis, click patterns, and competitive research to choose where to focus.
The largest losses appeared when people added a product, entered the cart, and reached payment. Returning shoppers converted better after adding to cart, which suggested that familiarity helped. The experience needed to give new and returning customers that same sense of orientation.
- 01
ADD TO CART
The first major break in the purchase funnel.
- 02
VIEW CART
A dense decision point with too many competing actions.
- 03
PAYMENT
The largest lower-funnel opportunity across devices.
02 / FROM SIGNAL TO SYSTEM
Shorten the path without hiding what people need to decide.
Guests and members follow the same step sequence, with order details visible throughout.
- 01SIGNAL
Lower-funnel friction was structural.
The cart competed with checkout, payment carried too much cognitive load, and device behavior exposed different weak points.
- 02DECISION
Create one guided purchase path.
Use a visible sequence, persistent order context, address autofill, and a clear primary action at every stage.
- 03SYSTEM
Design the model across real states.
Guest, signed-in, account creation, merged-cart, mobile, desktop, and international flows all had to hold together.
03 / CONSOLIDATE THE EXPERIENCE
Keep the order summary beside the task.
The main task stays on the left. The order stays visible on the right.
Customers can check products, totals, and discounts while entering details. The layout also supports guest, member, and international variants.
04 / USE THE MOMENT WELL
Let guests finish without creating an account.
We designed a clearer entry for guests and existing members while keeping Ariat Insider visible. People could continue without an account, sign in when it was useful, or create one without being sent away from checkout.
05 / HOW I LED IT
I coached the design and worked through release constraints.
I worked with the designer, Loyalty, Analytics, and Engineering to resolve the flow and decide what could launch.
I set the experience direction.
I pushed for one clearer path through My Bag and checkout, with a visible step system, a stable order summary, and less competition around the primary action.
I reviewed the responsive design.
The designer owned detailed execution. I reviewed the responsive UI and helped resolve difficult states through delivery.
I negotiated what the first release could support.
We secured billing and shipping address autofill. We also advocated for estimated delivery dates, but technical constraints kept them out of the first release.
06 / OUTCOME
Post-launch analysis estimated $4.8M in annual revenue impact.
The post-launch analysis estimated a +0.04% all-traffic conversion lift and a +0.09% lift in direct traffic. More customers moved into the lower funnel, with improvement concentrated around payment and review.
The launch also created the base for later work including Shop Pay, checkout error handling, loyalty refinements, and continued mobile improvements.
METHOD / YEAR-OVER-YEAR JULY–SEPTEMBER COMPARISON, WITH LISTED HOLIDAYS AND REPORTING INCIDENTS EXCLUDED. DIRECTIONAL ESTIMATE; NO STATISTICAL-SIGNIFICANCE CLAIM.