BWS | Reduce Cart Abandonment
Addressing $13M in annual order loss through usability, testing, and iterative improvements.
The Problem
Add-to-cart and conversion rates have dropped significantly in the BWS funnel, with 85% of order loss occurring on the website—$7.5 million from desktop and $5.7 million from mobile. Cart abandonment was up, with 35% happening during checkout.
Role: UX Designer, UX Researcher
Year: 2024-2025
Client: BWS
Platform: Website
The Process
Stakeholder Kickoff Meeting
Usability Testing of the current website
Heuristic Evaluation of the current website
Competitor/Market Research
Ideation
User flow and Wireframing
Development & Delivery
Experimentation & A/B testing
We identified seven problem areas through customer research: shopping mission, out-of-stock items, unclear pricing, form optimisation, payment-related errors, navigation, and accessibility.
Key Focus Area
Payment optimisation in Checkout
BWS payment experience lacks industry-standard forms, leading to negative sentiment expressed by the customers through VOC (Voice of Customer). Data shows that payment errors drive the majority of all errors in the checkout (56% on Mobile and 48% on Desktop), negatively impacting our Cart Abandonment rate on the last step of the checkout process.
Hypothesis
Based on the insight that approximately 52% of checkout errors stem from payment issues, we believe that implementing enhancements such as clear guidance on payment setup, improved payment form fields, and error resolution for BWS customers on the last step of the checkout, will cause a change in Cart Abandonment rate.
The Outcome
MVP was launched to improve checkout and payment-related errors along with other identified problem areas. We streamlined the checkout journey, significantly reduced user and technical errors, and aligned the interface to the latest design system. Additionally, we created a roadmap for future improvements based on business priorities and the urgency of customer needs.
