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Sephora Checkout Redesign<\/p>\n
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Client<\/strong>: Sephora<\/p>\n [\/fusion_title][fusion_title margin_top=”” margin_bottom=”” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” class=”” id=”” size=”5″ content_align=”left” style_type=”underline solid” sep_color=””]<\/p>\n Role<\/strong>: Sr Director of UX<\/p>\n [\/fusion_title][fusion_title margin_top=”” margin_bottom=”” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” class=”” id=”” size=”5″ content_align=”left” style_type=”underline solid” sep_color=””]<\/p>\n Size<\/strong>: 2 Designers\/ 2 PMs<\/p>\n [\/fusion_title][fusion_title margin_top=”” margin_bottom=”” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” class=”” id=”” size=”5″ content_align=”left” style_type=”underline solid” sep_color=””]<\/p>\n Duration<\/strong>: 4 months<\/p>\n [\/fusion_title][\/fusion_builder_column][fusion_builder_column type=”3_5″ layout=”3_5″ align_self=”auto” content_layout=”column” align_content=”flex-start” 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line_height=”var(–awb-typography2-line-height)” letter_spacing=”var(–awb-typography2-letter-spacing)” text_transform=”var(–awb-typography2-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=””]<\/p>\n The Problem<\/p>\n [\/fusion_title][fusion_text columns=”” column_min_width=”” column_spacing=”” rule_style=”” rule_size=”” rule_color=”” hue=”” saturation=”” lightness=”” alpha=”” content_alignment_medium=”” content_alignment_small=”” content_alignment=”” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”” id=”” margin_top=”” margin_right=”” margin_bottom=”” margin_left=”” fusion_font_family_text_font=”var(–awb-typography4-font-family)” fusion_font_variant_text_font=”var(–awb-typography4)” font_size=”var(–awb-typography4-font-size)” line_height=”2.5″ letter_spacing=”var(–awb-typography4-letter-spacing)” text_transform=”var(–awb-typography4-text-transform)” text_color=”” animation_type=”” animation_direction=”left” animation_color=”” animation_speed=”0.3″ animation_delay=”0″ animation_offset=”” logics=””]<\/p>\n 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.<\/p>\n 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.<\/p>\n [\/fusion_text][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=”700″ font_size=”1.5em” line_height=”var(–awb-typography2-line-height)” letter_spacing=”var(–awb-typography2-letter-spacing)” text_transform=”var(–awb-typography2-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=”25px” 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=””]<\/p>\n The Results<\/p>\n [\/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=”center” size=”1″ animated_font_size=”” fusion_font_family_title_font=”var(–awb-typography5-font-family)” fusion_font_variant_title_font=”var(–awb-typography5)” font_size=”var(–awb-typography5-font-size)” line_height=”var(–awb-typography5-line-height)” letter_spacing=”var(–awb-typography5-letter-spacing)” text_transform=”var(–awb-typography5-text-transform)” text_color=”#9e00f9″ 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=”25px” 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=”default” sep_color=”” link_color=”” link_hover_color=”” animation_type=”” animation_direction=”left” animation_color=”” animation_speed=”0.3″ animation_delay=”0″ animation_offset=””]<\/p>\n After the redesign<\/p>\n [\/fusion_title][fusion_checklist type=”icons” icon=”fa-crown fas” iconcolor=”#a35df7″ hue=”” saturation=”” lightness=”” alpha=”” circle=”no” circlecolor=”rgba(163,93,247,0)” textcolor=”var(–awb-color8)” size=”1em” 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=””]<\/p>\n We ranked #10 out of 50 sites they studied*<\/p>\n [\/fusion_li_item][fusion_li_item icon=”fa-award fas” iconcolor=”” hue=”” saturation=”” lightness=”” alpha=”” circlecolor=””]<\/p>\n Our overall score increased by 43%<\/p>\n [\/fusion_li_item][fusion_li_item icon=”fa-award fas” iconcolor=”” hue=”” saturation=”” lightness=”” alpha=”” circlecolor=””]<\/p>\n We earned \u2018State of the Art\u2019 designations in 5 categories<\/p>\n [\/fusion_li_item][fusion_li_item icon=”fa-award fas” iconcolor=”” hue=”” saturation=”” lightness=”” alpha=”” circlecolor=””]<\/p>\n Our new checkout flow adhered to 74 usability guidelines established by Baymard Institute<\/p>\n [\/fusion_li_item][fusion_li_item icon=”fa-award fas” iconcolor=”” hue=”” saturation=”” lightness=”” alpha=”” circlecolor=””]<\/p>\n Default Values & Autocomplete<\/p>\n [\/fusion_li_item][\/fusion_checklist][fusion_text columns=”” column_min_width=”” column_spacing=”” rule_style=”” rule_size=”” rule_color=”” hue=”” saturation=”” lightness=”” alpha=”” content_alignment_medium=”” content_alignment_small=”” content_alignment=”” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”” id=”” margin_top=”1.5em” margin_right=”” margin_bottom=”” margin_left=”” fusion_font_family_text_font=”var(–awb-typography5-font-family)” fusion_font_variant_text_font=”var(–awb-typography5)” font_size=”var(–awb-typography5-font-size)” line_height=”var(–awb-typography5-line-height)” letter_spacing=”var(–awb-typography5-letter-spacing)” text_transform=”var(–awb-typography5-text-transform)” text_color=”” animation_type=”” animation_direction=”left” animation_color=”” animation_speed=”0.3″ animation_delay=”0″ animation_offset=”” logics=””]<\/p>\n *Baymard Institute’s Benchmark Study on eCommerce Checkout flows<\/a><\/p>\n [\/fusion_text][\/fusion_builder_column][\/fusion_builder_row][\/fusion_builder_container][fusion_builder_container type=”legacy” hundred_percent=”no” hundred_percent_height=”no” min_height_medium=”” 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