Basket optimisation
Boosted basket conversion and accessibility through UX audit, testing, and iterative design improvements.
Quick overview
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Role: Lead UX Designer
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Company: John Lewis
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Impact:
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Projected £8.4M annual revenue benefit from conversion uplift.
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Improved accessibility and clarity for all users.
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Set the foundation for future basket and checkout improvements.
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Situation
The basket and checkout experience had not been maintained for years, causing friction and high drop-off. Optimising the experience even slightly could have a significant revenue impact.
Task
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Improve usability and accessibility across the basket experience.
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Reduce errors and confusion that led to abandoned purchases.
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Identify changes that would deliver measurable business impact.
What I did
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Conducted a UX audit using analytics and usability testing.
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Analysed customer verbatims, support calls, and behavioral data.
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Facilitated multidisciplinary ideation sessions with product, design, and engineering teams. Redesigned error messaging, CTAs, and basket flows iteratively.
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Validated improvements through testing and analytics monitoring.
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Designs on desktop and mobile for the improved basket experience.
Impact
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Projected £8.4M annual revenue benefit from conversion uplift.
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Improved accessibility and clarity for all users.
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Set the foundation for future basket and checkout improvements.
Who I collaborated with
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Product managers and business analysts.
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Engineers and front-end developers.
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Designers and accessibility specialists.
Reflections
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Learned that even small improvements in a high-traffic experience can have outsized business impact.
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Iterative testing confirmed that real user behaviour often differs from assumptions.
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Collaborative sessions across disciplines improve solution buy-in.