BAM Chocolate - Checkout re-design

My role

Product Designer - Research, Documentation, UX & UI Design, Stakeholder management

Team

Ervin Prislan, Management

Me, Product Design

Timeline & Status

2 Months, Live

Overview

In Q4 of 2023, BAM Chocolate, a premium Slovenian sweets brand renowned for its high-quality ingredients and diverse product range, sought to revamp its online store's checkout process.

The primary objectives were to boost conversion rates, reduce cart abandonment, increase the average order value (AOV), and optimize the post-checkout experience.

PROBLEM OVERVIEW

BAM Chocolate’s checkout was losing them customers

Problem statements

High cart abandonment – 60% of users dropped off before completing their purchases.

Inconsistent checkout flow – Steps felt disjointed, making the process harder to follow.

UI inconsistencies – The design lacked cohesion, making the experience feel unpolished.

Missed upselling opportunities – No clear way to suggest additional products or bundles.

RESEARCH SUMMARY

Understanding the problem through data

Stakeholder's insights

BAM’s team knew their checkout wasn’t working but weren’t sure what needed to change. Their main goal was simple: build a better checkout experience that would reduce drop-offs and improve sales.

Demographic research

I began by analyzing demographic data to comprehend the shopping behaviors influenced by age, nationality, and gender. This insight was crucial for tailoring the checkout experience to meet user expectations.

The existing checkout flow

A thorough audit of the current checkout process was conducted, during which I identified 28 areas needing improvement. These findings were presented to BAM's team, highlighting potential barriers to conversion.

1.0 Audit.

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User behavior

I reviewed user data to map out the entire checkout process, identifying areas where users got stuck or abandoned their carts. This analysis confirmed that inconsistencies in the flow were a major issue.

DESIGN EXPLORATION

Balancing simplicity and efficiency

Checkout flow research

Focusing on the Jakob's Law, I examined popular
e-commerce platforms favored by BAM's target demographic. This analysis helped me compile best practices, ensuring the redesigned checkout aligned with user expectations.

Optimizing for mobile-first

Since most users shopped on mobile, I designed the checkout with a mobile-first approach, ensuring it was easy to navigate on smaller screens without unnecessary complexity.

2.0 Mobile wireframes.

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Upselling opportunities

To increase the average order value, I integrated upselling options into the checkout. Users were shown complementary products in a non-intrusive way, making additional purchases feel seamless.

2.1 Upselling examples.

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UI DESIGN AND CONSISTENCY

Creating a cohesive visual experience

Unifying the design language

Since BAM had a well defined brand language I fixed the inconsistencies in the old UI that made the checkout feel unpolished and unprofessional. I also introduced basic components to the Figma file, ensuring visual and functional consistency across all checkout elements and any future updates.

3.0 Components.

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Reducing friction in interactions

I focused on making every step of the process feel intuitive. Button placements, input fields, and progress indicators were optimized to reduce hesitation and improve clarity.

3.1 Checkout flow.

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FINAL DESIGNS

A seamless experience

4.0 Final UI.

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4.1 Popups UI.

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4.2 Desktop cart.

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4.3 Desktop checkout.

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4.4 Desktop post-checkout.

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IMPACT AND LEARNINGS

Measuring success and takeaways

Results

Drop-off rate decreased from 60% to 34% – The new checkout reduced friction, making it easier for users to complete their purchases.

Average order value increased by 26% – Upselling opportunities were introduced at key moments, leading to higher-value transactions.

Learnings

Consistency matters – A polished UI builds trust and minimizes friction, leading to a smoother shopping experience.

Mobile-first was key – Designing for the dominant platform ensured accessibility and usability across all devices.

Simplicity leads to better conversion – A structured, intuitive flow gives users confidence to complete their purchases.

Available to work with you

Let’s design the
next one together

© 2025 Nik Pavič

Ljubljana, Slovenia