Bugaboo is a dutch mobility company that designs and builds premium strollers and accessories coveted by parents globally. The company's main focus is b2b, however the need to become more digital shifted focus on the b2c sales channels; how bugaboo sells online on its website and marketplaces.

The cart and check out lacked features which made it difficult for customers to complete their purchase. Additionally, it was built in an old environment which was full of bugs and lacked analytics tracking to gather relevant insights. The UX and UI was in desperate need of a refresh and review to optimize and align with best practices.

Project:
Bugaboo website

Roles:
UX design, UI design

* Before *

1/4
Opportunity

The cart and checkout flow had not been updated or improved since the first redesign of the website in 2015. Technically, the checkout was full of bugs, the UI was dated and confusing and the messaging was not clear; Customers were not happy resulting in large drop off at the begining of the checkout funnel.

Goals:

• Easy access to cart with improved features and total costs
• Optimize experience for mobile devices
• Allow for guest checkout
• Establish trust with security badging
• Simplify forms - only ask information that is neccessary

2/4
Research & Discovery

Customer feedback came pouring in regarding the cart and checkout when we placed a feedback survey on the site which highlighted the need to address these areas.

• Recordings, heatmaps and feedback
• Google Analytics
• Technical vs UX Analysis
• Best practices Analysis
• Competitive Analysis
• High-fidelity Wireframes
• Prototype testing

Design
Always accessible cart

A shopping cart that is accessible at any point during the shopping experience and clearly states shipping charges, total, delivery time and is easily editable.

Design
Checkout options 

Login, sign up or checkout as a guest. Not everyone wants to create an account, especially an account they will most likely never use - so we removed it as a barrier in the funnel for accessories and products that do not require an account for automatic product registration.

Design
Simplifying the flow - securely

Removing unnecessary form fields and simplifying the steps to align with best practices in the checkout flow.

4/4
Outcome

Beyond initiating this opportunity I also worked alongside the product and engineering team to break this large initiative into smaller incremental deliverables that would unlock customer value. This was the final project I worked on while at Bugaboo.