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PRESSED JUICERY offers cold-pressed juices, and an array of wholesome plant-based foods to keep customers nourished throughout the day. It’s all part of the company's ongoing mission to make plant-forward living as convenient and delicious as possible.


Guest Checkout

The current guest checkout process is riddled with friction points, including unnecessary steps, a lack of clear information, and a suboptimal flow.

Unavailable Products

When a product becomes unavailable after being added to the cart, users are left with limited options and a lack of guidance on finding suitable alternatives. 


Redesign and optimize the guest checkout user journey to eliminate friction points and enhance the overall shopping experience. Additionally, Our team aims to implement a user-friendly mechanism for suggesting and substituting unavailable products, ensuring that users can seamlessly proceed with their purchases even when certain items are out of stock.

• Increase conversion rates
• Reduce Abandoned carts

• Improve user experience

• Establish our checkout flow as a user-centric and reliable experience.


  • Lead UI/UX

  • User Research

  • Visual Design

  • Interaction Design

  • Usability Testing


  • Competitive analysis

  • UX Research database

  • User Flow

  • LF wireframes

  • HF mockups and prototypes

  • Usability tests and findings


  • 8 WEEKS


  • Software Engineering

  • Developers


My research included market research (Baymard) and competitive analysis to better understand the checkout user experience and best guidelines. Customer service feedback helped me identify the user pain points. Lastly, one-on-one interviews provided qualitative and emotional insight into key points of users’ journeys.

01. Lengthy and confusing forms that require excessive information can frustrate users, leading to potential abandonment.
02. The checkout process can be very confusing when is riddled with friction points, including unnecessary steps, a lack of clear information, and a suboptimal flow.

03. Users have limited options and a lack of guidance on finding suitable alternatives when products are unavailable for purchase.


In this scenario, our persona expectations revolve around efficiency, convenience, clear communication, and safety. Meeting these expectations will likely result in a satisfied and loyal customer.

User Persona.jpg

This example of the journey map outlines the steps, channel touchpoints, user emotions, pain points, and potential opportunities when a user discovers that some items are unavailable for pickup during the guest pickup checkout process.

Online Order - Store Pickup Unavailable Items.jpg

Click here to see the USER JOURNEY

By mapping out this customer journey, our team could ensure that the process of finding unavailable items during guest pickup checkout is as smooth and user-friendly as possible. Addressing pain points and leveraging opportunities at each stage can lead to reduced friction, and increased customer satisfaction.


  • Ensure clear and timely communication regarding item availability.

  • Offer alternative product suggestions when items are unavailable.

  • Streamline the pickup process to respect her time constraints.

  • Provide a user-friendly and glitch-free online shopping experience.

  • Consistently maintain inventory accuracy to avoid disappointment.



Two task flows were created for pickup and delivery scenarios. Those flows help me identify potential obstacles, bottlenecks, and areas of confusion in the user journey.

Screenshot 2023-10-23 at 1.55.16 PM.png


The first stage of the project was to simplify the checkout process, reducing friction and making it easy for users to complete their purchases.


01. Minimize the number of steps and fields required to complete a purchase.

02. Improve features like fulfillment method options.

03. Offer multiple payment options, including credit/debit cards, digital wallets (e.g., PayPal,  Apple Pay), and other popular methods to accommodate user preferences.

04. Design forms that are easy to complete, with autofill options and smart defaults for fields like shipping and billing addresses.

05. Provide a clear and concise order summary.

06. Display a clear and visually appealing order confirmation page after the purchase is complete.

By focusing on these goals, I create a more user-friendly and efficient checkout flow that reduces cart abandonment rates and increases customer satisfaction.

Fulfillment Methods.jpg
My Bag.jpg
Order Confirmation.jpg

The second stage was to address the substitution of unavailable items during the checkout. It was crucial to have clear goals in mind to ensure a smooth and satisfactory process for users.


• Ensure users are clearly informed about unavailable items to prevent abandoned carts. 
• Provide alternative product suggestions to help users find suitable replacements.

• Simplify the cart adjustment process if users choose to replace or remove unavailable items.

The new substitution feature creates a user-centric process that minimizes frustration, enhances communication, and ultimately improves customer satisfaction and loyalty.



The user testing phase allowed me to better understand how users expected to complete the tasks I was focusing on. By studying their touch and swipe gestures focusing on mobile usability — and more importantly, having a dialogue with them about what they expected and when — I knew which adjustments needed to be made in order to lay the foundation for a better experience.


Designing a new checkout experience and a substitution unavailable items feature presents several challenges. Here are some of the main challenges found along the journey.

Meet user expectations and habits. 
Users are accustomed to certain checkout processes, and changing this experience can lead to resistance or confusion. Balancing innovation with familiarity is key.


User education on substitution feature
Clearly communicating how the substitution feature works, what options users have, and ensuring they understand the implications of choosing or not choosing substitutes for unavailable items.


Optimizing for Different User Types
Recognizing that users have different preferences and needs. Designing a checkout and substitution feature that caters to both first-time users and repeat customers with varying levels of familiarity with the platform.


Redesigning a checkout flow and creating a "Substitution Unavailable Items" feature in an e-commerce platform can be a complex and iterative process. From a UX designer's perspective, here are some valuable lessons learned throughout these entire journey:

User Research is Key:

  • It's essential to understand the needs and pain points of your users. Conducting better user research, interviews, and usability testing, to gather insights into what frustrates users in the current checkout process and how they would like the substitution feature to work.

​Information Hierarchy and Clarity:

  • In the checkout flow, the placement and hierarchy of information are critical. Ensuring that users can easily identify and understand each step in the process was a big challenge. Use clear and concise language, and avoid jargon that might confuse users.

Mobile-First Approach:

  • Given the increasing use of mobile devices for online shopping, designing for mobile is crucial. Ensuring that the checkout flow is responsive and easy to use on small screens, with streamlined forms and touch-friendly elements.

Cross-Functional Collaboration:

  • Collaborate closely with developers, product managers, and other stakeholders throughout the design and implementation process. Effective communication and alignment on goals helped the team to identify potential risks in the project and bring their unique perspectives and expertise to the table.

These lessons underscore the importance of user-centric design, continuous improvement, and close collaboration between design, development, and product teams to create a seamless and user-friendly shopping experience.

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