Checkout Redesign

Warby Parker

Checkout redesign

An experience that handles the complexity of ordering prescription-based products scales for new features and boosts conversion rates.

Brief

1/3

Streamline the customer experience to drive conversion

Only 34% of customers complete checkout due to the immense friction. I, along another designer, redesigned a dynamic experience that tailors to each customer’s journey.

warbyparker.com

Role

Lead Product Designer

What I did

UI/UX

System design

Motion

Platforms

Web

iOS

Accessible, flexible & consistent

A cross-platform component library built for accessibility, scalability and dev-efficiency.

Solution

2/3

Design for speed and clarity

The goal was clear. Strip away unnecessary content and optimize across each main customer journey to drive Home Try-On (HTO) and sales conversion.

Checkout without a password

The commitment to add a password before checkout caused a large drop off. By removing it, we pushed customers to continue checkout, seamlessly.

Guiding new customers

With fewer page loads, this one-page, step-by-step experience quickly guides new customers through the complexity of ordering prescription-based products.

2-click checkout for returning customers

By preloading past customer information, the checkout process for returning customers was expedited to 2-clicks to place an order.

Streamlining for HTO customers

A quick and intuitive experience for new and returning customers who simply want to try 5 free frames at home.

Warby Parker