Not On The High Street
New Checkout Design
My Role
Lead UX & UI Design
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Overview
Not On The High Street brought me in to redesign their e-commerce checkout user experience and user interface. The successful launch of this new checkout was crucial for the business in the run up to the Christmas period, where they typically make 60% of their annual revenue.
UX Design
Research empathy & utilisation
Wireframing
Prototyping
Responsive design (mobile, tablet, desktop)
Stakeholder management
Agile team & methodologies
UI Design
Sketch & Figma
Typography
Colour palettes
Design system foundations
Component aesthetics
Research Phase
Research was done prior to my arrival on the project, so it was my responsibility to consume this research, understand it and empathise with these pain points and user needs.
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The new checkout had to more clearly communicate product delivery times, give users confidence in the security of their data, and address a number of other pain points.
Original Design
These are screen grabs taken from the original design on iOS/mobile web. This design was the result of design and tech debt over the years, and visual consistency and identity had been lost.
Therefore, NOTHS wanted me to update the colour palette, typography, and improve the layout and spacing of the content to remedy the pain points from the user research, and provide a better foundation for a future design system.
UX Design
Firstly I had to address the UX for the new checkout. I went through my usual process of competitor and best practice research, and then wireframing a series of possible solutions for testing.
Responsive UI Design
The UI designs had to work responsively across mobile, tablet and desktop.
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I opted for a 'card' layout design for the checkout. This approach allowed 'grouped' content to be more clearly communicated to the users, improving the UX and remedying pain points captured in the research.
Conclusion
This project is one of my career highlights. The new checkout experience was successfully designed, built and launched prior to the Christmas period and performed excellently, allowing Not On The High Street to maximise their profitability over this crucial business period.
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