ben bridge 

Checkout Flow

I led a complete redesign of Ben Bridge’s e-commerce checkout, focusing on reducing friction, improving accessibility, and increasing conversion rates. The project involved analyzing user pain points, defining a seamless flow, and creating a visually engaging experience that aligns with the brand’s premium aesthetic.

My role: Senior Product Designer

Timeline: Year 2024-2026

the problem

The existing checkout had multiple pain points: confusing form fields, unclear error messaging, and a lack of clarity around shipping and payment options. These issues led to abandoned carts and frustrated users, impacting overall sales.

my approach

Conducted user research, including analytics review and usability testing, to identify friction points.

  1. Mapped user journeys for multiple scenarios (first-time buyers, returning customers, gift purchases).

  2. Designed interactive prototypes covering all key states of the checkout:

    • Empty cart: Encouraging users to continue shopping.

    • Filled cart: Clear item summary, pricing, and editable quantities.

    • Error states: Inline validation with actionable messaging to prevent frustration.

    • Success state: Order confirmation with next steps and upsell opportunities.

  3. Collaborated closely with developers to ensure feasibility and maintain pixel-perfect fidelity.

Error State in Address

Solution &
Highlights:

Streamlined the checkout to reduce steps from 5 to 3, improving efficiency.

  1. Introduced progress indicators and inline validation, reducing form errors by X%.

  2. Enhanced mobile responsiveness to support over 50% of users shopping on mobile.

  3. Incorporated accessible design practices to ensure compliance with WCAG standards.

Achieved a measurable increase in conversion rates by 46% within the first month.

Impact

  1. Reduced checkout abandonment and improved overall user satisfaction scores.

  2. Received positive feedback from stakeholders for balancing usability and brand elegance.