All Projects
Glossier Checkout Redesign
Roles
Funnel analytics & usability research
Conversion strategy & information architecture
Concept definition, usability testing & experimentation
Info
Glossier
New York / Montreal
Research-inspired checkout re-architecture yielding 12% increase in conversion
As Senior Manager of UX Research, I led the research and strategy for Glossier’s checkout redesign, an initiative aimed at improving conversion and addressing drop-off across the purchase flow. Using a combination of analytics, usability testing, and contextual inquiry, my team identified key friction points where customers hesitated or abandoned the process, particularly around usability, form field clarity, and mobile form complexity. Even standard e-commerce actions like entering a promo code were near impossible for users to figure out.
Working closely with product design and engineering, we restructured the information hierarchy, clarified delivery options, and streamlined form inputs to reduce cognitive load and build confidence. The updated flow maintained Glossier’s signature brand identity while improving usability and accessibility across devices.
-
Impact
+12.41% in conversion rate
+8.76% in top-line e-commerce revenue
Improved usability (ease of use, task success rate) as measured in research pre and post-testing
