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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Company:
Projected £8.4M annual revenue benefit from conversion uplift.
Improved accessibility and clarity for all users.
Set the foundation for future basket and checkout improvements
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Impact:
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
Improve usability and accessibility across the basket experience.
Reduce errors and confusion that led to abandoned purchases.
Identify changes that would deliver measurable business impact.
What I did
Conducted a UX audit using analytics and usability testing.
Analysed customer verbatims, support calls, and behavioral data.
Facilitated multidisciplinary ideation sessions with product, design, and engineering teams. Redesigned error messaging, CTAs, and basket flows iteratively.
Validated improvements through testing and analytics monitoring
Impact
Projected £8.4M annual revenue benefit from conversion uplift.
Improved accessibility and clarity for all users.
Set the foundation for future basket and checkout improvements
Who I collaborated with
Product managers and business analysts.
Engineers and front-end developers.
Designers and accessibility specialists.
Reflections
Learned that even small improvements in a high-traffic experience can have outsized business impact.
Iterative testing confirmed that real user behaviour often differs from assumptions.
Collaborative sessions across disciplines improve solution buy-in.