THE ESTÉE LAUDER COMPANIES
Redesigning a payment journey for how people actually shop
Role
Lead Product Designer
Team
1 lead product designer · 2 front-end
engineers · 1 PM
Platform
Mobile, Tablet, Desktop
Origins, one of our brands in the portfolio's cart and checkout experience had fallen behind modern e-commerce standards, with limited fulfillment options and an outdated UI. I redesigned the experience end to end, modernizing the interface while introducing same-day delivery, in-store pickup, and easier access to promotions and loyalty rewards.
Business impact
22%
Increase in checkout conversion
12%
reduction in cart abandonment
PROBLEM SPACE
A checkout built for only one way to shop
The legacy experience did not have strong omni-channel options for users which was impacting our conversion rate. We only provided options for home delivery and no path to same day or pickup.
The redesign modernized the experience, expanded fulfillment beyond home delivery, and brought promotions and loyalty rewards earlier in the journey.
Legacy
RESEARCH
What the data said
Leveraged Baymard Institute and Nielsen Norman Group guidance, plus a ten brand competitor scan
1
Delivery flexibility
Fulfillment options should be surfaced early, rather than hidden behind a default shipping method.
2
Store availability
Showing inventory by location helps customers choose stores that can fulfill their order.
3
Rewards and samples
Surfacing loyalty benefits in cart makes their value visible before customers enter checkout.
THE SOLUTION
01 Choose fulfillment first
Home Delivery, Same Day, and Pickup are surfaced upfront, letting customers choose how they want to receive their order before entering delivery details.
02 Same day and pickup, start to finish
Choosing Same Day or Pickup carries through the whole flow, from address or store selection to a payment summary that reflects the choice.
03 Pickup, without the guesswork
Choosing Pickup surfaces nearby stores with real-time inventory, helping shoppers quickly find a location that can fulfill their order.
04 Samples and rewards, in cart
Loyalty points and sample selection now live in cart, so shoppers see their rewards value before checkout begins.
How it all came together
Measured with FullStory and Looker Studio behavioral insights
22%
Increase in checkout conversion
12%