Checkout
Redesign

UI Design

The Challenge

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.

Solution Hypothesis

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.

Ulta Beauty Checkout Redesign Desktop & Mobile.

Our Approach

We did extensive research; analytics, heuristic analysis, competitive analysis, voice of customer, user testing, market research. This helped us to determine guest drop offs and causes, understand user pain points, gain a pulse on industry UX, and truly understand what the needs and wants of our guests were. This project was also our first implementation of an Agile workflow.

The Results

We observed everything we thought we would from our Solution Hypothesis and mobile conversion specifically increased, which was crucial as our mobile users were growing quarter over quarter. This project also allowed us to start building out our library of reusable components, paving the way to a full fledged design system.

Ulta Beauty Checkout Redesign Desktop Bag.
Ulta Beauty Checkout Redesign Desktop Guest Checkout.
Ulta Beauty Checkout Redesign Mobile Bag.
Ulta Beauty Checkout Redesign Mobile Annonymous Checkout.
Ulta Beauty Checkout Redesign Mobile Guest Checkout.
Ulta Beauty Checkout Redesign Mobile Order Summary.