Sephora: Ecommerce Checkout - Rits and Company

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Sephora Checkout Redesign

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Client: Sephora

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Role: Sr Director of UX

Size: 2 Designers/ 2 PMs

Duration: 4 months

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The Problem

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Though beauty chain Sephora is widely viewed as a disruptor when it comes to digital retailing, one place where they lagged behind other eCommerce sites was in the poorly designed, badly architected and overall confusing checkout flow.

I led the UX design team’s efforts to research user pain points, understand best practices, conduct benchmark studies of our competitors’ checkout flow, and work closely with product management to ideate and iterate on solutions.

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The Results

After the redesign

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We ranked #10 out of 50 sites they studied*

[/fusion_li_item][fusion_li_item icon=”fa-award fas” iconcolor=”” hue=”” saturation=”” lightness=”” alpha=”” circlecolor=””]

Our overall score increased by 43%

[/fusion_li_item][fusion_li_item icon=”fa-award fas” iconcolor=”” hue=”” saturation=”” lightness=”” alpha=”” circlecolor=””]

We earned ‘State of the Art’ designations in 5 categories

[/fusion_li_item][fusion_li_item icon=”fa-award fas” iconcolor=”” hue=”” saturation=”” lightness=”” alpha=”” circlecolor=””]

Our new checkout flow adhered to 74 usability guidelines established by Baymard Institute

[/fusion_li_item][fusion_li_item icon=”fa-award fas” iconcolor=”” hue=”” saturation=”” lightness=”” alpha=”” circlecolor=””]

Default Values & Autocomplete

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*Baymard Institute’s Benchmark Study on eCommerce Checkout flows

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Pain Points

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Sephora’s Checkout UX scored an overall performance of 251 on the Baymard Institute’s cart and checkout benchmark. Some of Sephora’s biggest checkout usability issues were due to

Poor Layout
Broken Focus
Broken Data Input

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Baymard score before redesign

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Design Strategy

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Goal: to examine the full breadth of checkout behavior & present issues most likely to cause abandonment.

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Using 134 checkout usability guidelines from: Baymard usability tests, we noted areas where our flow was sub-par.

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We tested multiple billing & shipping designs, iterated on user-friendly Captachs and used Google Analytics to understand customer behavior.

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Sephora Checkout Flow

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text_shadow_vertical=”” text_shadow_horizontal=”” text_shadow_blur=”0″ text_shadow_color=”” text_stroke=”no” text_stroke_size=”1″ text_stroke_color=”” text_overflow=”none” margin_top_medium=”” margin_right_medium=”” margin_bottom_medium=”” margin_left_medium=”” margin_top_small=”” margin_right_small=”” margin_bottom_small=”” margin_left_small=”” margin_top=”” margin_right=”” margin_bottom=”” margin_left=”” margin_top_mobile=”” margin_bottom_mobile=”” gradient_font=”no” gradient_start_color=”” gradient_end_color=”” gradient_start_position=”0″ gradient_end_position=”100″ gradient_type=”linear” radial_direction=”center center” linear_angle=”180″ highlight_color=”” style_type=”none” sep_color=”” link_color=”” link_hover_color=”” animation_type=”” animation_direction=”left” animation_color=”” animation_speed=”0.3″ animation_delay=”0″ animation_offset=””]

The Result

[/fusion_title][fusion_title title_type=”text” marquee_direction=”left” marquee_speed=”15000″ rotation_effect=”bounceIn” display_time=”1200″ highlight_effect=”circle” loop_animation=”off” highlight_width=”9″ highlight_top_margin=”0″ before_text=”” rotation_text=”” highlight_text=”” after_text=”” title_link=”off” link_url=”” link_target=”_self” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”” id=”” content_align_medium=”” content_align_small=”” content_align=”left” size=”1″ animated_font_size=”” fusion_font_family_title_font=”Plus Jakarta Sans” fusion_font_variant_title_font=”800″ font_size=”1.5em” line_height=”var(–awb-typography3-line-height)” letter_spacing=”var(–awb-typography3-letter-spacing)” text_transform=”var(–awb-typography3-text-transform)” text_color=”var(–awb-color8)” hue=”” saturation=”” lightness=”” alpha=”” animated_text_color=”” text_shadow=”no” text_shadow_vertical=”” text_shadow_horizontal=”” text_shadow_blur=”0″ text_shadow_color=”” text_stroke=”no” text_stroke_size=”1″ text_stroke_color=”” text_overflow=”none” margin_top_medium=”” margin_right_medium=”” margin_bottom_medium=”” margin_left_medium=”” margin_top_small=”” margin_right_small=”” margin_bottom_small=”” margin_left_small=”” margin_top=”” margin_right=”” margin_bottom=”” margin_left=”” margin_top_mobile=”” margin_bottom_mobile=”” gradient_font=”no” gradient_start_color=”” gradient_end_color=”” gradient_start_position=”0″ gradient_end_position=”100″ gradient_type=”linear” radial_direction=”center center” linear_angle=”180″ highlight_color=”” style_type=”none” sep_color=”” link_color=”” link_hover_color=”” animation_type=”” animation_direction=”left” animation_color=”” animation_speed=”0.3″ animation_delay=”0″ animation_offset=””]We ranked [fusion_highlight background=”yes” background_style=”full” class=”” id=”” color=”#9366ff” text_color=”#ffffff” rounded=”yes” gradient_font=”no” gradient_start_color=”” gradient_end_color=”” gradient_start_position=”0″ gradient_end_position=”100″ gradient_type=”linear” radial_direction=”center center” linear_angle=”180″]State of the Art[/fusion_highlight] in 5 categories:[/fusion_title][/fusion_builder_column][fusion_builder_column type=”3_4″ layout=”1_2″ spacing=”” center_content=”no” link=”” target=”_self” min_height=”” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” class=”” id=”” background_color=”” background_image=”” background_position=”left top” background_repeat=”no-repeat” hover_type=”none” border_color=”” border_style=”solid” border_position=”all” padding_top=”” padding_right=”” padding_bottom=”” padding_left=”” margin_top=”” margin_bottom=”” animation_type=”” animation_direction=”left” animation_speed=”0.3″ animation_offset=”” last=”false” border_sizes_top=”0″ border_sizes_bottom=”0″ border_sizes_left=”0″ border_sizes_right=”0″ first=”true” spacing_right=””][fusion_checklist type=”icons” icon=”” iconcolor=”#a35df7″ hue=”” saturation=”” lightness=”” alpha=”” circle=”no” circlecolor=”rgba(163,93,247,0)” textcolor=”var(–awb-color8)” size=”1.5em” item_padding_top=”” item_padding_right=”” item_padding_bottom=”” item_padding_left=”” divider=”” divider_color=”” odd_row_bgcolor=”” even_row_bgcolor=”” margin_top=”” margin_right=”” margin_bottom=”” margin_left=”” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” class=”” id=”” parent_dynamic_content=””][fusion_li_item icon=”fa-award fas” iconcolor=”” hue=”” saturation=”” lightness=”” alpha=”” circlecolor=””]

Order Review

[/fusion_li_item][fusion_li_item icon=”fa-award fas” iconcolor=”” hue=”” saturation=”” lightness=”” alpha=”” circlecolor=””]

User Attention & Interactions

[/fusion_li_item][fusion_li_item icon=”fa-award fas” iconcolor=”” hue=”” saturation=”” lightness=”” alpha=”” circlecolor=””]

Form Design & Features

[/fusion_li_item][fusion_li_item icon=”fa-award fas” iconcolor=”” hue=”” saturation=”” lightness=”” alpha=”” circlecolor=””]

Field Design & Features

[/fusion_li_item][fusion_li_item icon=”fa-award fas” iconcolor=”” hue=”” saturation=”” lightness=”” alpha=”” circlecolor=””]

Default Values & Autocomplete

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Baymard score after redesign

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Strong Process

[/fusion_text][fusion_text]Though it may be counterintuitive, process is the key to creative thinking. 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Excellent Results

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The results of my efforts built a team of 7 designers who handle the entirety of the Sephora digital product design. The processes ensured effective ideation through delivery to engineering. It has ensured a world-wide brand is known for it’s digital forward thinking.

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