Northwind Coffee · 2026
A checkout that stopped losing people
Rebuilt a subscription checkout that was dropping two in five customers at the payment step, and shipped it in twelve weeks.
- Research
- Interface design
- Front-end build
Photo by Douglas Schneiders on Unsplash.
- +38%
- Checkout conversion
- −2.1s
- Time to interactive
- 12 wks
- Start to launch
The brief was “make the checkout nicer”. The analytics said something more specific: two in five customers who reached the payment step never finished, and almost all of them left on the same screen.
We rebuilt that screen around one decision at a time, moved address validation to the client, and cut the form from fourteen fields to six. The visual design barely changed — which was the point, and the hardest part to sell.
