Kohl’s

Price Clarity resulted in increased Conversion

Design-led |B2C | Customer Friction | Increase Conversion | Lean UX | Research | A/B Testing | Responsive Mobile/web design | e-Commerce

Role

Product Designer

Product Designer

Product Manager

Engineering Manager

2 Front-end

3 back-end engineers

Team

Figma

Miro

dScout

Dovetail

Adobe analytics

Tools

Overview

This case study showcases designing feature to address key pain points, enhance user satisfaction, and support business growth.

Problem

Customers frequently expressed frustration over confusing final pricing and unclear calculations, which created doubt and reduced confidence in their purchase decisions.

Goal

To identify the root cause of the problem through research and design lean, targeted experiments to test hypotheses and develop effective solutions.

Audience

  • Kohl’s Registered Customers

  • Guest or Non-Registered Customers

Solution

Based on a series of A/B tests and user research, I designed a new order summary that improves clarity and transparency around the final price, enhancing customer trust and reducing confusion at checkout.

Design Leadership

In this project, I led the entire design process end-to-end—from initial concept to final execution. As the sole product designer, I took full ownership of every stage, including competitor analysis, user flows, and high-fidelity prototypes, A/B testing, ultimately delivering a scalable, user-friendly experience.

Impact

By improving user experience and aligning with business goals, this work enhanced price clarity and reinforced value perception—supporting Kohl’s commitment to customer-centricity. It set the stage for future updates by building greater trust in the checkout experience.

  • We saw a positive uplift in engagement and conversions as users responded favorably to the transparent pricing in the redesigned order summary.

  • The winning design was also implemented in Kohl’s app, where it continued to show an uplift in conversion and contributed to revenue growth.

  • Customer confidence increased, with fewer drop-offs at checkout and stronger purchase intent—driving both short-term value and long-term business growth.

3.2 % Increased in conversion

6 % Increased in User Satisfaction

Reflection

This initiative reinforced the value of listening to our customers early and often. Through research and iterative A/B testing, we learned that even small changes in how information is presented—like improving price clarity—can significantly impact trust, satisfaction, and conversion.

It also highlighted the importance of aligning user experience enhancements with broader business goals. By focusing on both, we were able to drive measurable business value while delivering a more intuitive and reassuring shopping experience.

Lastly, the success of the design across both web and app platforms emphasized the need for consistency and scalability in UX decisions—setting a strong precedent for future optimizations.

Next Steps

Our insights extended beyond cart and checkout to enhance trust and value for other digital omni products.