<aside> 🏁 TL;DR (30 sec)

Context: Black Friday dashboards were flashing red: half of Sunglass Hut’s carts were being abandoned. Users looped endlessly between Cart ↔ Checkout, with odd drop-offs at express pay and omni-channel delivery.

Key drivers found: slow cart load for bouncers, errors impacting conversion, shipping method under-discovered on mobile, small tap targets causing rage clicks, price clarity issues with stacked promos.

My role: As Lead UX, I took charge of the investigation. I ran a behavioural audit (ContentSquare + qual), partnered with CRO, PMs & engineers, and designed fixes — from mobile cart improvements to a scalable checkout redesign.

Actions: Debugged performance issues, redesigned mobile cart cards and shipping visibility, clarified promo pricing, and set up a scalable checkout redesign.

OUTCOMES

• Double-digit uplift in cart → checkout conversion
• Higher mobile adoption of shipping methods
• Lower frustration scores and reduced looping
• Checkout components integrated into the design system, ready to scale across brands </aside>

1. Introduction

<aside> 🕶️ BRAND: Sunglass Hut | COUNTRY: Multiple + localisation | Year: 2022

</aside>

Black Friday 2022 exposed cracks in Sunglass Hut’s checkout.

• 50% of users abandoned cart without interaction
• Odd drop-offs at express pay & omni-channel delivery
• Looping between Cart ↔ Checkout

For a campaign this big, cart abandonment wasn’t just a UX issue — it was a revenue leak.

Our goals?

• Reduce cart abandonment & lift checkout conversion
• Increase adoption of express + sustainable shipping
• Simplify promo code use & improve price transparency
• Strengthen cart for cross-sell/upsell opportunities

My Role

As Lead UX, I:

• Directed a mixed-method audit (behavioural analytics + rapid qualitative research)
• Partnered with CRO, PMs & engineering to prioritise fixes and test hypotheses
• Translated insights into UI/UX changes and measurable improvements in conversion and mobile usability