BIBLE ART FOR YOU · E-COMMERCE UX

I cut the purchase path from 7 steps to 4

I cut the purchase path from 7 steps to 4

Redesigned the mobile shopping journey to reduce purchase friction as more customers discovered products on mobile.

ROLE:

Product Designer

SCOPE:

Research
E-commerce UX
Mobile · Checkout

FOCUS:

Conversion
Purchase Experience

BIBLE ART FOR YOU · E-COMMERCE UX

I cut the purchase path from 7 steps to 4

Redesigned the mobile shopping journey to reduce purchase friction as more customers discovered products on mobile.

ROLE:

Product Designer

SCOPE:

Research
E-commerce UX
Mobile · Checkout

FOCUS:

Conversion
Purchase Experience

MEASURED

7 → 4
Steps to purchase

Three screens removed from the path between product and payment.

DESIGN GOAL

Easier mobile checkout

Easier mobile checkout

An easier, faster purchase on the device most buyers arrive on.

DESIGN FOCUS

Connecting discovery to purchase

Connecting discovery to purchase

A clearer connection between discovering a product and acting on it.

01. INSIGHT

Mobile carried the traffic. Desktop carried the sales.

Growing mobile traffic

Growing mobile traffic

More users were discovering art prints on mobile devices.

Desktop led in conversion

Desktop led in conversion

A higher share of purchases still happened on desktop.

02. PROBLEM

Why users dropped off

High-intent pages had no direct path to purchase

High-intent pages had no direct path to purchase

Users on collection and product content pages had to take extra steps to buy.

Discovery pages created browsing but not action

Discovery pages created browsing but not action

Beautiful content attracted interest, but the next step wasn't always clear.

Mobile cart and checkout introduced friction

Mobile cart and checkout introduced friction

Too many steps and visual complexity made it easy to drop off on mobile.

03. SIMPLIFIED JOURNEY

What I changed

Before

Browse only

Browse only

Browse only

After

Browse and buy

Browse and buy

Browse and buy

  1. Quick-add on every card

  1. Quick-add on every card

  1. Quick-add on every card

  1. Removed the floating promo widget

  1. Removed the floating promo widget

  1. Removed the floating promo widget

  1. Moved price and savings into the card

  1. Moved price and savings into the card

  1. Moved price and savings into the card

04. THE PATH NOW

Seven steps became four.

Step 01

Land

Land

Step 02

Browse and add

Browse and add

Step 03

Review

Review

Step 04

Pay

Pay

05. IMPACT

Fewer steps. Clearer purchase intent.

Before

7

7

7

steps to purchase

steps to purchase

steps to purchase

Indirect path to buy, on content and collection pages

Indirect path to buy, on content and collection pages

Higher drop-off on mobile

Higher drop-off on mobile

After

4

4

4

steps to purchase

steps to purchase

steps to purchase

A direct route from any page to checkout

A direct route from any page to checkout

An easier, faster purchase on mobile

An easier, faster purchase on mobile

A clear connection between browsing and checkout

A clear connection between browsing and checkout

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MEASURED

7 → 4
Steps to purchase

Three screens removed from the path between product and payment.

DESIGN GOAL

Easier mobile checkout

An easier, faster purchase on the device most buyers arrive on.

DESIGN FOCUS

Connecting discovery to purchase

A clearer connection between discovering a product and acting on it.