Overview
Velvette, a footwear label, had beautiful shoes and a checkout that fought every buyer: five steps, surprise shipping costs and a 78% cart abandonment rate. I redesigned the storefront and checkout end to end — search, filtering, product pages and a single-page checkout with honest pricing from the first screen.
The challenge
Session recordings told the story: shoppers comparing sizes across tabs, re-entering addresses, and abandoning at shipping. Mobile drove 70% of traffic but converted at half the desktop rate.
Approach & solution
Size guidance moved onto the product page with fit-finder logic, filters learned from real search terms, and checkout collapsed to one page with progress saved automatically. Every change was A/B tested against the old flow before rollout �� abandonment fell by a third and mobile conversion nearly doubled.
