Memorial is a Mexican retailer specializing in high-quality scrubs for medical professionals. Despite a strong brand reputation, the company faced conversion rate hurdles, particularly in cart abandonment (51%) and product returns (34%). These issues impacted revenue growth and customer satisfaction.
Start here
As a first hire, I helped to bring the platform from the ground up. The web page was adopted relatively fast for the majority of users and it represented a 17% increase in overall sales.
Fast Forward
Despite initial success, the Memorial website faced a significant challenge: high cart abandonment. To understand the root cause, I conducted a design sprint focused on user behavior and the checkout process.
Designing a seamless happy path
Our design solutions focused on creating a seamless user journey ("happy path") that addresses all three pain ponts:
Rebranding: Complete brand refresh for an enhanced visual appeal for a clearer brand identity.
Streamlined Checkout: The checkout process was redesigned with fewer steps, progress indicators, and user-friendly interfaces. Designed for responsive layouts and built-in IOS app.
AR/VR AI Fitting Room: The fitted result incorporates itself into the overall checkout experience.
A/B Test:
The checkout process
We conducted rigorous AB testing with key stakeholder involvement. The checkout process was redesigned with fewer steps, progress indicators, and user-friendly interfaces.
Streamlined Checkout Flows: Web and App
Web Checkout: Our intuitive web checkout flow guides users seamlessly through the purchase process, minimizing frustration and maximizing efficiency. The readily available cart button allows users to save items and swiftly navigate to checkout when ready.
App Checkout: The in-app checkout process is designed for mobile convenience, featuring a simplified layout, optimized for one-handed navigation. Similar to the web version, the cart button is readily accessible, facilitating a smooth transition to purchase.