Context
Actegy’s mobile-first checkout redesign failed, leading to higher abandonment rates and lower conversions. With 70% of orders from mobile, fixing usability and accessibility was critical.As the UX Lead, I guided the team in improving usability, accessibility, and overall flow to increase conversions and boost sales.
Challenges
🚧 Limited customer access, which led to an internal usability tests with the scientific team (5 users).
📈 Stakeholder pressure for quick results. I ran multiple prioritisation sessions to align expectations & secure buy-in.
🔥 High risk of failure, therefore we used Google Analytics & Hotjar data to validate key decisions.
Problem
The US redesign on the checkout journey led to usability, accessibility, ranking and trust issues, bring down the conversion and making it unsuitable for global rollout.
Outputs
📌 Optimised mobile-first checkout flow for higher conversion rates
🔍 Enhanced accessibility (WCAG AA compliance) for a wider audience.
⚡ More intuitive layout & clearer content.
