SEPHORA CHECKOUT REDESIGN

As a global beauty retailer, Sephora needed to optimize its checkout and to reduce cart abandonment and improve the overall purchase experience. 

Problem Statement

Sephora’s checkout process faced several pain points:

• Users experienced friction in completing purchases, leading to cart abandonment.
• Best practices for eCommerce checkout were not fully implemented.
• Stakeholders had competing priorities, requiring a strategic and data-driven approach.

Approach & Process

• Research & Benchmarking: Conducted a heuristic review and benchmarked against Baymard Institute’s checkout best practices. Analyzed competitor checkout flows to identify gaps and opportunities.

• Stakeholder Collaboration: Worked closely with product managers to facilitate discussions with Business Stakeholders to align priorities. Balanced business needs with UX improvements to ensure feasibility and implementation.

• User Testing & Iteration: Designed wireframes and prototypes for testing different checkout variations. Conducted usability testing to refine the flow, form fields and payment options.

• Implementation & UX Solutions: Simplified the checkout flow to reduce friction. Improved the basket experience, checkout form design, guest checkout, and payment options for a more seamless experience.

Outcome & Impact: 

• Reduced cart abandonment rates through a streamlined, user-friendly checkout. Increased conversion rates by improving form usability overall flow. Influenced future UX standards at Sephora through best-practice documentation.