Case study
E-commerce checkout funnel redesign
Conversion-oriented UX optimization on a PrestaShop platform
- PrestaShop
- PHP (POO)
- MySQL
- React
Company context
Nutri&Co is a French natural supplement brand founded in 2017 and based in Aix-en-Provence. The company sells mainly direct-to-consumer through its PrestaShop online store, with a strong focus on conversion rate optimization.
Problem
The legacy multi-step checkout generated significant friction: high cart abandonment, a lengthy ordering process and a conversion rate below the marketing team's targets.
Solution
I led a complete redesign of the checkout into a single-page flow on PrestaShop:
- Reduced the number of validation steps.
- Grouped essential information (shipping, payment, summary) on one page.
- Simplified form fields to reduce unnecessary input.
- Optimized the mobile experience.
Results
- Significant reduction in cart abandonment.
- Measurable improvement in conversion rate.
- Faster and smoother ordering journey.
Team & methodology
- 5-person product team: 2 developers, 1 product owner, 1 designer and 1 marketing expert.
- Agile methodology (Scrum) with 2-week sprints.
- Performance tracked through A/B testing and analytics tools.
Tech stack
PrestaShop, PHP, MySQL, JavaScript, jQuery, Sass, Git.
01
Context and challenge
Nutri&Co's PrestaShop checkout was a multi-step flow, with friction points identified by the marketing and product teams.
The goal of the redesign: reduce that friction and improve the conversion rate, without breaking the shop's business rules.
02
My role and scope
Product page redesign: information hierarchy and benefit-led content, in service of the purchase decision.
Checkout funnel redesign, from a multi-step flow to a one-page flow on PrestaShop.
Built an interactive store locator.
Redesigned the catalogue mega menu navigation.
03
Technical challenges
Reducing friction in a multi-step flow