Store replatform

Our team was tasked with replatforming our online store to align with our parent company. I provided systemic content design, from web checkout flow to transactional emails, and well-crafted UX copy to help users check out and manage their orders however they’d like, quickly and easily. 

I worked closely with designers, project managers, developers and localisation teams, while exchanging feedback with stakeholders including Legal and Customer Support. I acted as the voice of the user and found ways to deliver the highest quality customer experience while meeting legal requirements and technical limitations. 

When I identified error messages that blocked users’ progress through checkout and risked abandoned carts, I pitched to and worked with stakeholders to remove unnecessary friction at a system level. I used quantitative and qualitative user data to prioritise work items.

I drew on industry research and user data to design the content for our new order confirmation and management emails. I added more personalisation and key information, organised to match users’ priorities, using short, clear copy and a friendly tone of voice. 

To match user expectations, I added cancellation information to the order confirmation email and order details page.
Successful cancellation is confirmed with an email, including clear refund information.

The replatform went live to a tight deadline in October and high praise from leadership. In my review, my manager highlighted that both quality and legal compliance would have suffered without my contributions.

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