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E-commerce website redesign

Category: E-commerce · Services: UI/UX Design, User Research · Timeline: 10 weeks

Overview

Checkout was leaking revenue on every device

A mid-size fashion retailer came to Hollowmint Design with traffic that converted at barely half the industry benchmark. Analytics showed shoppers browsed happily — then abandoned at shipping options and payment. The brief: rebuild discovery-to-doorbell without losing the brand’s playful voice.

Hand-drawn website wireframes with sticky notes on a glass wall
Team testing checkout prototypes in a board meeting

Challenge & Approach

Five steps, one guest checkout

Twelve usability sessions revealed the culprits: forced account creation, surprise shipping costs, and a payment form that cleared itself on error. I collapsed the flow into a single guest-first page with upfront totals, address autocomplete, and error-proof payment fields.

  • Guest-first single-page checkout with live order summary
  • Search, filters, and product cards rebuilt for scanning
  • Mobile-first layouts tested on 14 real devices
Detail of the redesigned product page components Studio desk where the new storefront system was assembled

The outcome

Three months after launch, checkout completion rose sharply, mobile revenue overtook desktop for the first time, and support tickets about payments fell to nearly zero.

38%

Higher Checkout Completion

24%

Lower Cart Abandonment

61%

Of Orders Now on Mobile

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