Streamlined Checkout

UX Design Case Study
Client: Brooks Brothers

Problem

“Since 1818, Brooks Brothers has upheld traditions and craftsmanship that have defined over 200 years of American style, dressing 39 presidents, along with industry leaders and cultural innovators,” but their checkout experience was not as innovative.

Solution

Create a checkout experience that gets the user the products they desire as seamlessly as possible.

Lesson Learned

The most important things are often invisible.

Research & Discovery

I was brought onto this project in the middle. Initial research and wireframing had already been done, so the work was predominantly designing through use cases and further streamlining the checkout flow.

Stakeholders were firm on what needed to be implemented, and competitive analysis helped to solidify some of these preferences.

Strategy

  1. Update checkout to create a more legible, easier to navigate experience on both mobile and desktop.

  2. Revisit added features (ship to multiple addresses, one click check out, product reservations) through UXR and testing to validate at a later date.

Original Checkout
Updated Checkout

UX / UI IMPROVEMENTS

  • Implement clean visual design and heirarchy of information, forms and content.

  • Design cart product information to be more compact and concise.

  • Simplify the user experience of ordering to multiple addresses.

  • Design shopping bag view from product display pages.

  • Design a more sophisticated apply coupon codes or gift card input field.

  • Create a more detailed and clear fit and size preference guide on product display pages and overall site.

PRODUCT IMPROVEMENTS

  • Implement Amazon Pay.

  • Add an autofill address feature to reduce the time it takes users to fill out their information.

  • Implement a pick up in store feature to add to users convenience.

  • Consider implementing upsell and cross selling of products in shopping cart. » Consider adding a buy gift card option for select cards in cart espescially during holiday season.

  • Add a book appointment feature that enables users to come in for fittings, return items or purchase items that could be shipped to their homes or bought directly from the store.

  • Incorporate video interactive content on the site.

User Experience Design

Team: Brooks Brothers
Project Management: Erica Twomey
UX Design: Sandra Waihuini, Trishia Frulla
UI Design: Ari Korner

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NetJets x Brooks Brothers