Ulta Beauty had not updated, tested or conducted user research on the bag and checkout flow in over 3 years. Not only was the user journey not adequately optimized for touch-screen devices, but there were many usability and accessibility issues. This resulted in high drop off rates in the purchase funnel, lower conversion rates, and guest confusion at various steps in the process.
We believe that if we redesign the bag & checkout experience for ulta.com and the mobile app, we’ll make it easier & more seamless for our customers to complete a purchase while reducing confusion and frustration.
If we're right, we’ll see higher conversion rates through the entire bag & checkout funnel, ultimately leading to increased sales conversion rates and revenue. Additionally, we will see a drop in checkout abandonment, and fewer customer service calls.