Omnichannel Checkout Redesign

The Challenge

Our omnichannel checkout experience was fragmented. Customers could start a cart on mobile, continue on web, and complete in-store—but the handoffs were jarring, trust signals were inconsistent, and mobile conversion lagged 40% behind desktop.

My Role

I led a cross-functional design team of six, working with product, engineering, and store operations. My focus was on strategy and alignment: establishing a shared vision for “one cart, one experience” and unblocking the team when stakeholder priorities collided.

Approach

We ran JTBD workshops with merchandising and store leads to align on outcomes. We prototyped the handoff flows in Figma and tested with real users in our lab. The breakthrough was treating the cart as a persistent session—not a transfer—so state stayed consistent across touchpoints.

Outcome

• Cart abandonment dropped 34% within six months of launch
• Mobile conversion increased 28%
• NPS for checkout flow improved from 42 to 58

Learnings

Cross-channel design requires ruthless prioritization of shared primitives. We had to say no to feature parity in favor of consistency where it mattered most: trust, clarity, and ease of completion.