Redesigning the EGO checkout experience

Redesigning the EGO checkout experience

Redesigning the EGO checkout experience

Overview

Overview

Overview

Role

Role

Role

UX/UI Designer

Summary

Summary

Summary

Redesigning the EGO checkout page to improve the experience for customers.

Problem

Problem

Problem

After encountering a negative experience with the EGO checkout process, I decided to redesign their checkout page to enhance the overall user experience. EGO is a UK-based online brand offering trend-led footwear.


The challenges I faced during checkout likely impact not just individual users but the business as well. I believe the current issues in the checkout process could lead to lost revenue if other customers encounter similar problems.

Problem areas

Problem areas

Problem areas

  • Button States: Missing button states during purchase completion.

  • Discount Code Button: Appears as plain text, unclear that it needs to be clicked to enter a code.

  • Button Text & Accessibility: Issues with button text formatting and accessibility.

  • Form Validation: Card information validation required multiple attempts (entered details 3 times before successful payment).

  • Saved Payment Methods: No option to save payment details when placing an order, despite having a section for stored payment methods in Account Settings.

  • No Item Count Indicator: Basket icon lacks a number indicator showing item count.

  • Order Viewing Flow: Customers must click the basket icon, triggering a pop-up with item count, then take another action to view basket contents.

Research

Research

Research

I reviewed the checkout journeys of other fashion e-commerce websites (ASOS, PrettyLittleThing, and Missguided) and noted their key features and page layouts to inform my solution.

Approach

Aligned with Jakob's Law: Users prefer websites that function similarly to others they are familiar with.

Based on my research, the selected fashion e-commerce websites had comparable checkout processes, so I adopted a similar design.

Key Changes:

  1. Order Visibility:

    • Replaced the button-based basket view with an always-visible order summary throughout the checkout process.

    • Ensures users can easily see what they are purchasing without extra clicks.

  2. Order Total & Discounts:

    • Applied the Law of Proximity: Grouped related elements—order total, delivery cost, and discount code entry—in one area for a more intuitive experience.

  3. Simplified Klarna Payment Options:

    • EGO’s current checkout offers two separate Klarna payment options: "Pay Later" and "Pay Over Time."

    • Combined these into a single Klarna payment group, allowing users to choose between the two options after selecting Klarna.

    • Displayed all payment methods using radio buttons for clarity and ease of use.

Solution

Solution

Solution

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