UX Case Study: Checkout Flow Redesign

2024

This case study explores my work on improving the end-to-end e-commerce experience at Blinds 2go, the UK’s leading online retailer for made-to-measure window furnishings. As the Senior Front-end Developer, I led UX/UI enhancements across the homepage, search, basket, and checkout journey — all while maintaining brand consistency and prioritising accessibility and performance.

Key contributions included redesigning the homepage to reduce cognitive load, increasing search engagement through a more prominent and intuitive interface, and optimising the basket and checkout flows to reduce friction and increase conversions. I introduced clearer CTAs, added progressive disclosure of information, and refined visual hierarchy to support faster decision-making. Accessibility improvements were implemented throughout, adhering to WCAG standards.

Using data from A/B testing and CRO tools, we validated design hypotheses, achieving measurable results — such as a 15% increase in homepage click-through and a 60% boost in search usage. I collaborated closely with product owners, designers, and stakeholders to ensure solutions aligned with user needs, business goals, and development feasibility.

This project highlights my ability to deliver thoughtful, user-centred improvements in a complex, high-traffic e-commerce environment — balancing creative direction with technical execution and performance.