Belk · Ecommerce Cart + Checkout Redesign

People were adding products to their bag
They just weren’t buying them

Ovative’s analytics revealed a meaningful drop-off between Add to Bag and Checkout, showing that purchase intent wasn’t translating into completed purchases.

5%

Increase in Revenue per Visit*

$1.5M

Incremental Revenue*

*Post-launch CRO performance data shared by Ovative.

The data showed us where
The research showed us why

Analytics identified the drop-off. I dug into customer feedback, Baymard research, and established ecommerce patterns to understand what was getting in the way.

UNCLEAR EXPECTATIONS

Required vs. optional information wasn’t obvious.

PRICE UNCERTAINTY

Estimated costs in cart didn’t include tax.

LOW TRUST

Trust signals were lacking, while return policies and customer service were hard to find.

The problem wasn’t just usability
It was confidence

Individually, these issues seemed small. Together, they created uncertainty at the exact moment customers were deciding whether to buy.

OUR SOLUTION

Make the path to purchase feel clear, predictable, and trustworthy

The work behind the polish

Belk · Ecommerce Cart + Checkout Redesign

People were adding products to their bag
They just weren’t buying them

Ovative’s analytics revealed a meaningful drop-off between Add to Bag and Checkout, showing that purchase intent wasn’t translating into completed purchases.

Belk shopping bag page showing product, shipping options, and order summary
5%
Increase in Revenue per Visit
$1.5M
Incremental Revenue
Post-launch CRO performance data shared by Ovative.

The data showed us where
The research showed us why

Analytics identified the drop-off. I dug into customer feedback, Baymard research, and established ecommerce patterns to understand what was getting in the way.

Unclear Expectations
Required vs. optional information wasn’t obvious.
Price Uncertainty
Estimated costs didn’t include tax.
Low Trust
Trust signals were lacking, while return policies and customer service were hard to find.

The problem wasn’t just usability
It was confidence

Individually, these issues seemed small. Together, they created uncertainty at the exact moment customers were deciding whether to buy.

Our Solution
Make the path to purchase feel clear, predictable, and trustworthy

The work behind the polish

Every recommendation, from cart to checkout, was grounded in research and stress-tested with the team before it shipped.

Annotated cart wireframe citing Baymard research and prior usability findings behind each recommendation
Cart recommendations were tied to specific research, not gut feel, including Baymard’s checkout abandonment studies.
Annotated low fidelity wireframes working through auto replenish, gift note, and order summary options across desktop and mobile
Structural questions, auto-replenish, gift notes, order summary layout, were worked through in wireframes before visual design began.

Designing confidence into the journey

The same principles guided a redesigned cart and checkout, consistent from desktop to the Belk app.

Redesigned Belk desktop checkout with clear order summary and step-by-step billing and payment
Redesigned Belk mobile shopping bag with clear shipping and pickup options
Redesigned Belk mobile secure checkout with a stepped contact information flow
New cart and checkout experience, shown across desktop and mobile
01
Clarity
Make requirements, choices, and next steps obvious throughout the purchase journey.
02
Predictability
Give customers a clearer understanding of cost, fulfillment, and what to expect before committing.
03
Trust
Surface the reassurance, policies, and support customers need at the moments uncertainty appears.

The interface was the output
Confidence was the product

This work reinforced something I’ve carried into every product engagement since: the strongest design decisions rarely come from polishing the interface first. They come from understanding where users hesitate, what information they need to move forward, and how the product can reduce uncertainty without adding friction.

By connecting behavioral signals, customer feedback, research, and business goals, I turned a conversion problem into a clearer, more trustworthy purchase experience.