Kohl’s Design-led
Increased Conversion Strategy
Led end-to-end design of the Checkout experience across Web and App, partnering with cross-functional teams to streamline production and deliver a clearer, more transparent user journey—consistently driving gains in conversion, order value, revenue, and a reduction in customer complaints.
Problem
Unclear pricing at checkout creates friction in the customer journey, reducing trust and increasing cart abandonment. Customers frequently express frustration, with complaints. This lack of transparency undermines confidence and deters repeat purchases.
Goal
Design a seamless, transparent pricing experience that clearly communicates all cost components—including discounts, taxes, fees, and shipping—across the entire shopping journey. This experience should empower customers to make confident, informed decisions, while minimizing checkout surprises. By aligning product logic, UX design, and engineering implementation, we aim to build trust, reduce cart abandonment, and drive conversion and customer satisfaction across all platforms.
Intended audience
Kohl’s Signed-In and Guest Customers
Non-Kohl’s Customers
Process
Outcome
The test of the winning design demonstrated that customers respond positively to clear pricing and perceived value at Kohl’s,
leading to an uplift in performance—measured increased in conversion.
Reflection
By putting our customers first, we built trust, delivered value, deepened our understanding of their needs, and drove revenue growth.
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