The Challenge
Checkout is one of the most critical and complex moments in any e-commerce experience. We needed to simplify it without compromising brand identity or functionality. To do this, the team carried out extensive user research and competitor analysis, identifying best-in-class benchmarks and mapping them against Le Creuset’s current performance.

The Process
Using these insights, we redefined the checkout flow across five key breakpoints, designing both happy and unhappy paths and accounting for four payment methods. The outcome was a cohesive and flexible design system: more than 60 UI screens, 50 components, and 40 input fields, all crafted to improve clarity and confidence at every step.

The Results

• +7% increase in checkout conversion rate

• +7% estimated uplift in revenue

• –11.5% reduction in drop-offs during the first checkout step
  
  

My Role
As Experience Design Director, I played a hands-on role throughout the project — mentoring the design team, overseeing the UX process, and ensuring our solutions met both user needs and business objectives. I worked closely with the client to manage stakeholders, align priorities, and resolve any escalations, ensuring a seamless collaboration from start to finish.