Norton Global Checkout UX Redesign

As the Lead UX Designer, I spearheaded the complete redesign of Norton's checkout platform, transforming the customer experience from the ground up. My approach begins by collaborating closely with business stakeholders to define the core problem and set clear objectives for the design initiative. This ensures that we are aligned on both the strategic goals and the desired outcomes from the outset. Some of the key success metrics involve reducing user friction from previous iteration of the checkout experience and increase purchase conversion rate.

Contents:

• eCommerce Checkout flow and template
• Add additional products - Candy Rack
• Billing
• Identity Theft Information (PII)
• Review
• Confirmation and on-boarding

Responsible for:

• Wireframing complete end-to-end checkout flow
• Designing interaction patterns for added features
• Ensuring experience performs responsively for desktop, tablet, and mobile
• Developing prototypes in Figma for user testing
• Providing all permutations of products/content
• Ideating test experiences for future iterations

Process

Once key objectives are established, I lead the team in conducting comprehensive research, including competitive and market analyses, to determine an optimal direction for the redesign. This foundation informs the development of Figma-based wireframes and prototypes, which are used to drive discussions and gather input from key partners, such as leadership and development teams.

Throughout the process, I prioritize user-centered design, conducting user research and usability testing to validate design decisions at each stage. Ensuring the new experience was fully responsive across desktop, tablet, and especially mobile platforms was a key factor in its success. The culmination of this iterative process results in high-fidelity mockups, which serve as a blueprint for development. The final product is rigorously tested through A/B testing and data-driven optimizations.

A few of those optimizations comprised of reducing visual clutter causing more cognitive load for our customers. The main strategy in conversion is to launch in a phased approach. MVP launches with confident qualitiative feedback where all stakeholders have bought into the new design. From there we can optimize and bring in features that could not be implemented on certain time constraints. During the inital design, taking feedback from some qualititative user testing and other business owners, these extra elements such as trust badges, progress bar, and quantity dropdowns would be useful. However, through A/B testing, we were able to show that these elements were not needed. In favor of a friction-less experience, simpler is better, and we were able to remove these features.

Quickly after launching, the brand and marketing team launched a new look and feel for the Norton brand to reflect the new direction of the company. This meant the checkout would evolve with a facelift. I worked with the other visual designer on the checkout team to take the opportunity to extend the brand guidelines and bring a new design library into Figma.

Results

The redesigned checkout experience, which has been in production for over four years, has significantly impacted the company’s bottom line, contributing an additional 5% converstion rate and $20+ million in annual revenue. With this new checkout rolled out globally, the business can release the dependancy on third-party ecommerce solutions in other markets, saving millions additionally each year.