H&M Checkout: Halving 60% Cart Abandonment Through User-Centered Redesign

H&M Checkout: Halving 60% Cart Abandonment Through User-Centered Redesign

Led 4-week redesign slashing checkout steps (6→3), abandonment (60%→30%), boosting conversions 80% (2.5%→4.5%) and NPS (42→68). Built design system scale while ensuring WCAG AA enterprise accessibility.

Interaction Designer (UI/UX)H&M20254 Weeks
WebsiteiOS AppAndroid

The Real Problem at H&M

Picture this: H&M shoppers filling carts with trendy finds, only to bail at checkout—60% abandonment rate due to a frustrating 6-step slog, shaky trust signals, and mobile mishaps. As the lead designer, I saw the revenue bleed and knew we could fix it with smarter UX that felt human, not corporate.

Diving Deep: Research That Drove Change

H&M Brain revealing checkout drop-offs

From Data to Empathy

Kicked off with H&M Brain data exposing exact drop-offs, backed by 20+ shopper interviews and a 150-person survey. What emerged? Users hated the step count, doubted security, and struggled on phones—classic friction killing sales.
60% carts abandoned (beating industry avg)
6 steps felt endless
Trust gaps stopped 40% of buys
Mobile wasn't thumb-optimized

Setting Bold, Measurable Goals

Targets We Hit Hard

Abandonment 60% → 30%

Sleek 3-step flow wins

Steps 6 → 3

Zero fluff, pure speed

Trust Rebuilt

Signals users crave

Conversions +80%

Real revenue lift

NPS 42 → 68

Loyalty skyrockets

Building for Scale: Design System Work

System That Sticks

Teamed up with the DS lead to expand tokens (colors, spacing, type, shadows), craft battle-tested components (buttons with states, nav, data displays), and design icons/illustrations in H&M's vibrant palette. This wasn't just pixels—it powered consistent rollout across their massive platform.

Design Choices That Delivered

Mobile-first thumb zones guided every tap. Subtle animations gave feedback without distraction. Progress bars + security badges built instant trust. WCAG AA accessibility wasn't checked—it was baked in from wireframes. The result? A checkout that felt welcoming, not walled-off.

The Proof: Metrics Speak Louder

Abandonment halved: 60% → 30%
Conversions exploded: +80% uplift
CSAT soared: 3.5 → 4.2
NPS leaped: 42 → 68 (promoters love it)

What I learned: Listen to data + users, prioritize ruthlessly, collaborate cross-team. Design isn't art—it's the lever that turns frustration into loyalty and revenue.