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[Case 04]

Growth in Checkout and Editor Completion

E-Commerce

StickerYou UX: Editor Optimization

Boosting Conversion Rates for E-commerce Checkout/Editor

[Project Overview]

Focused on improving the website’s user experience to support key business metrics such as conversion rate (CR), average order value (AOV), and NPS.
Although the business was already well established, UX had not been a strategic focus. By improving critical customer flows, these changes contributed to measurable business growth.

[Problem Statement]

The platform struggled with a 40% cart abandonment rate during checkout. Users encountered unclear error messages, redundant fields, and poor mobile optimization.

[Industry]

E-Commerce

[My Role]

UX/UI Designer

[Platforms]

Desktop and Mobile

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[Process]

[01] Research & Discovery

Analyzed GA4 and session recordings to map drop-offs across editor and checkout flows.

Found 38–45% editor abandonment, primarily on mobile, caused by usability friction and lack of guidance.

Validated findings via user surveys and usability testing to inform data-driven design hypotheses.

[01] Research & Discovery

Analyzed GA4 and session recordings to map drop-offs across editor and checkout flows.

Found 38–45% editor abandonment, primarily on mobile, caused by usability friction and lack of guidance.

Validated findings via user surveys and usability testing to inform data-driven design hypotheses.

[01] Research & Discovery

Analyzed GA4 and session recordings to map drop-offs across editor and checkout flows.

Found 38–45% editor abandonment, primarily on mobile, caused by usability friction and lack of guidance.

Validated findings via user surveys and usability testing to inform data-driven design hypotheses.

[02] Insights

The editor is difficult to use, especially on mobile, leading to a high drop-off rate before purchase.

Multiple steps lead to frustration and drop-offs before completing a purchase.

Users struggle with uploading, aligning images, and navigating through the customization process.

[02] Insights

The editor is difficult to use, especially on mobile, leading to a high drop-off rate before purchase.

Multiple steps lead to frustration and drop-offs before completing a purchase.

Users struggle with uploading, aligning images, and navigating through the customization process.

[02] Insights

The editor is difficult to use, especially on mobile, leading to a high drop-off rate before purchase.

Multiple steps lead to frustration and drop-offs before completing a purchase.

Users struggle with uploading, aligning images, and navigating through the customization process.

[03 Design Solution]

Improved information hierarchy for faster scanning of orders and statuses

Clear primary actions (“Buy it again”) to support repeat purchases

Reduced visual and cognitive load by simplifying layout and content structure

[03 Design Solution]

Improved information hierarchy for faster scanning of orders and statuses

Clear primary actions (“Buy it again”) to support repeat purchases

Reduced visual and cognitive load by simplifying layout and content structure

[03 Design Solution]

Improved information hierarchy for faster scanning of orders and statuses

Clear primary actions (“Buy it again”) to support repeat purchases

Reduced visual and cognitive load by simplifying layout and content structure

[04] Next steps

Roll out the updated flow gradually to validate usability and conversion improvements through split testing.

Expand the new experience to all users once positive engagement and performance signals are confirmed.

Continuously monitor key user behavior metrics and iterate to further optimize the flow.

[04] Next steps

Roll out the updated flow gradually to validate usability and conversion improvements through split testing.

Expand the new experience to all users once positive engagement and performance signals are confirmed.

Continuously monitor key user behavior metrics and iterate to further optimize the flow.

[04] Next steps

Roll out the updated flow gradually to validate usability and conversion improvements through split testing.

Expand the new experience to all users once positive engagement and performance signals are confirmed.

Continuously monitor key user behavior metrics and iterate to further optimize the flow.

[Outcome]

Post enhancements, conversions from the shopping cart to checkout improved by 29%
28% reduction in cart abandonment on mobile devices.
18% uplift driven by editor UX improvements

[Key Learnings]

Simplification is key

Users value a quick and easy process, especially on mobile.

Simplification is key

Users value a quick and easy process, especially on mobile.

Simplification is key

Users value a quick and easy process, especially on mobile.

Iterative testing pays off

Regular testing uncovered hidden issues and ensured the design met user needs.

Iterative testing pays off

Regular testing uncovered hidden issues and ensured the design met user needs.

Iterative testing pays off

Regular testing uncovered hidden issues and ensured the design met user needs.

Details matter

Small improvements, like error validation and mobile optimization, had a significant impact.

Details matter

Small improvements, like error validation and mobile optimization, had a significant impact.

Details matter

Small improvements, like error validation and mobile optimization, had a significant impact.

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