THE PROBLEM
Anticipated Impact
30%
Reduction in Checkout Abandonment
20%
Increase in first-time conversions
This redesign was completed through a client engagement but was ultimately paused due to shifting business priorities and budget constraints. Despite this, it resulted in a fully developed, tested, and handoff - ready solution.
The project challenged me to build structure where none existed from reconstructing a fragmented checkout system to aligning UX strategy with evolving business needs. It sharpened my ability to adapt, lead through ambiguity, and design with clarity and impact.
Creating Closure Through Confirmation and Post-Purchase Transparency
No final confirmation step or visual order summary, leaving users uncertain whether their payment went through. Without a post-purchase dashboard, they had no way to track or revisit their orders.
Mapped Features:
Order confirmation and overall summary of the order
My Orders to check orders
Handling Inventory and Delivery Flexibility With Care
Edge cases like last-minute stock changes or address adjustments were not supported. Users had to restart the process, creating frustration and leading to abandoned carts.
Features:
-
A way to incorporate edge cases (e.g., item going out of stock mid-checkout)
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A way to change address preferences.
Empowering Users to Review and Edit Customizations
For high-ticket, customized furniture, users needed reassurance that their selections were accurate and changeable. Without editable customization summaries in the cart, users lacked confidence and were more likely to drop off or re-navigate unnecessarily.
Feature:
-
Product customizations visible and editable from directly within the cart
Enabling Transparent Pricing and Smarter Promotions
No breakdown of costs, unexpected totals, and no way to redeem or explore promotions led to cart abandonment.
Features:
-
Way to see invoice on the checkout
A way to add coupons
-
To be able to add and validate coupons
-
To be able to see choice of coupons
THE SOLUTION
Creating a New Checkout Experience
Establishing Trust Through Structured, Navigable Checkout
Features:
-
Basic UX Structure of checkout (Cart → Address → Confirmation → My Orders)
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My Orders to check past orders
*Only Relevant screens shown
DESIGN GOAL
The goal - define and deliver an entirely new checkout experience that could meet the expectations of high-value buyers and reflect Denkali’s bespoke brand offering.
Design goals included :
✔ Increasing conversion rates and reduce drop-offs
✔ Designing a unified, structured checkout experience from scratch
✔ Introducing first-time features such as coupon entry, customizations panel, and consistent guest checkout
✔ Instilling trust and ensure design consistency across devices
✔ Offering users clarity around product details, delivery, and pricing (e.g., coupon entry, clear costs, support)
SO,
How might we design a checkout experience that supports product customizations, builds trust, and drives conversion for high-consideration purchases?
THE PROBLEM
Diagnosing a Failing Checkout
Denkali’s original checkout was basic and disconnected from the broader site experience. The interface lacked polish and did not support essential scenarios such as guest checkout, dynamic pricing, or consistent login behavior.
Key features like customization summaries, promotional tools, and clear pricing were missing, leading to user confusion and high abandonment rates. To address these gaps, the entire flow was restructured and redesigned from the ground up.
Key issues included :
Inconsistent User Experience
Lack of consistency and clarity, with unpredictable login prompts, no persistent order summary, and poor visual hierarchy.
Functional Gaps
Bug Prone, generic checkout structures, with no support for edge cases.
Trust and Abandonment Issues
Low trust due to lack of visible security or delivery guarantees.
Missing Value Drivers
No support for coupons or dynamic promotions.No customization summaries or dynamic pricing updates
Denkali Checkout
Reimagining Checkout for a Premium Furniture Brand - part of their overall brand and website overhaul
OVERVIEW
Denkali is a premium furniture brand offering high-end, customizable pieces. As part of a larger website overhaul, the goal was to redesign their underdeveloped checkout and cart experience, which lacked core features like guest checkout, promo handling, and real-time pricing leading to high drop-off rates and low trust.
I led the end-to-end redesign of the desktop experience, with supporting mobile designs. This included defining a new checkout structure, integrating customization logic, building persistent cart summaries, and adding trust-building UI patterns.
TEAM
2 UX Designers, 2 UI Designers,1 Product Manager, 3 Engineers.
Driven by Creativity
Grounded in Research
About Me
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