Checkout Redesign

KaDeWe is a luxury Omnichannel retailer from Berlin, Germany. Beginning of 2021, I initiated a redesign process for the checkout.

The problem: Customers drop-out of the checkout process at every point in the flow: 1) Data Input 2) Choosing Payment Method, and 3) Transaction.

The mission: As KaDeWe, we want to identify the causes of cart abandonment, differentiating between 1) Technical Issues (e.g., Failing of a Payment Provider) & 2) Interface Issues (e.g., Accessibility, Clarity, Contrast, etc.), in order to increase the conversion rate in the checkout.

The scope: The rework includes the Checkout Flow, as well as its entry and exit points (Shopping Cart & Success Page), as part of a holistic approach to improve the customer experience.

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