Focus on progress, not perfection.
              
 
JUN / 2018
       

Faster search and checkout.

Burlington Coat Factory sells over 120 different categories of items—and that’s just the tip of the iceberg.

I tasked myself with a 4-day sprint to redesign the Burlington Coat Factory website to promote a shopping experience that is more intuitive and faster. For this challenge I pushed myself to learn AdobeXD—a new design tool specializing in rapid digital prototyping—to create a high-fidelity solution in just a few days.

Burlington Coat Factory is one of the largest discount retailers in the U.S. with over 560 physical stores across the nation. They sell a wide variety of clothes, home goods, and other extraneous products in-store and online. In fact, they sell over 120 different types of items, making searching and refining filters to find a specific item an critical part of the user experience.
Goals
Redesign entire shopping experience for Burlington e-commerce visitors from landing to checkout.

Performance indicators
︎ Shorten average time to checkout in half
︎ User flow success rate above 50%
︎ NPS above 80

Responsibilities
End-to-end research and design
Timeline
2 weeks


Existing site
Burlington ︎

Interactive prototype
Link ︎

The new design



“Their tagline is ‘savings made simple’ when it should really be ‘savings made complicated.’”


-User Tester

Search filters on the homepage 


Who says you can’t search and filter products on the homepage? I built a homepage prototype that allows users to get to the items they want, faster.

Simplified item pages


Current items pages are cluttered, confusing, and clearly in need of an upgrade. The new design focuses on three items: image gallery, ratings, and primary action buttons. Everything else is secondary.