guided checkout

research

research

research

Year

'25

Client

Signet

Service

UX research

Year

'25

Client

Signet

Service

UX research

Year

'25

Client

Signet

Service

UX research

Designing a faster, more confident checkout experience

Designing a faster, more confident checkout experience

Designing a faster, more confident checkout experience

SYNOPSIS

Guided Checkout
To reduce cart abandonment and improve checkout confidence across Signet Jewelers’ brands, I led a two-phase mixed-methods study comparing our current multi-step checkout to a vertical, single-page design. The research revealed users felt faster and more in control in a vertical layout, leading to immediate prototype improvements and a roadmap for a full vertical rollout.

These findings informed initiatives in digital wallets, mixed-delivery, and payment confidence.

Impact
The research validated a clear preference for vertical checkout and directly influenced Signet’s checkout roadmap:

Immediate impact: Prototype launched with autofill + inline editing → improved task completion and user confidence

Strategic impact: Informed full vertical rollout across all Signet brands and shaped subsequent wallet and shipping enhancements


© guided checkout

© guided checkout

© guided checkout

Challenge

Signet Jewelers set out to enhance the checkout experience across its brands, ensuring customers feel in control, informed, and secure from cart to confirmation.

Solution

Recommended research driven insights: a modified checkout flow, integrating quick pay options, form auto fill and other refinements to improve user experience and efficiency

Challenge

Signet Jewelers set out to enhance the checkout experience across its brands, ensuring customers feel in control, informed, and secure from cart to confirmation.

Solution

Recommended research driven insights: a modified checkout flow, integrating quick pay options, form auto fill and other refinements to improve user experience and efficiency

Challenge

Signet Jewelers set out to enhance the checkout experience across its brands, ensuring customers feel in control, informed, and secure from cart to confirmation.

Solution

Recommended research driven insights: a modified checkout flow, integrating quick pay options, form auto fill and other refinements to improve user experience and efficiency

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