Nov 2024 - May 2025
Senior Product Designer
Ahmad Murrah, Senior Product Manger
Gabriela Garcia, Senior Product Manager
Timeline
Role
Team
Nov 2024 - May 2025
Senior Product Designer
Ahmad Murrah, Senior Product Manger
Gabriela Garcia, Senior Product Manager
Timeline
Role
Team
Nov 2024 - May 2025
Senior Product Designer
Ahmad Murrah, Senior Product Manger
Gabriela Garcia, Senior Product Manager
Timeline
Role
Team
01 Research Process
Discovery & Research
When I first started working at Papa Johns, we did not have a UX Researcher and were just starting tactical research. In lieu of traditional research methods, we relied on third party resources to determine our product’s strategy. In Q1 of 2025, we acquired a UX Researcher with a PhD in Cognitive Sciences and began a license with usertesting.com.
Process
Without having the opportunity to conduct my own discovery research on our Cart & Checkout Experience, I used the Baymard Institute as a bench-marking tool to evaluate tested best practices in multiple e-commerce markets.
Baymard Institute
In addition to utilizing all the research available on Baymard’s platform, we completed a competitive analysis to see what features and patterns are consistent in multiple consumer facing markets.
Competitive Analysis
To evaluate the current state of our platform, we conducted a heuristic evaluation of the existing user flows.
Heuristic Evaluation
Discovery & Research
When I first started working at Papa Johns, we did not have a UX Researcher and were just starting tactical research. In lieu of traditional research methods, we relied on third party resources to determine our product’s strategy. In Q1 of 2025, we acquired a UX Researcher with a PhD in Cognitive Sciences and began a license with usertesting.com.
Process
Without having the opportunity to conduct my own discovery research on our Cart & Checkout Experience, I used the Baymard Institute as a bench-marking tool to evaluate tested best practices in multiple e-commerce markets.
Baymard Institute
In addition to utilizing all the research available on Baymard’s platform, we completed a competitive analysis to see what features and patterns are consistent in multiple consumer facing markets.
Competitive Analysis
To evaluate the current state of our platform, we conducted a heuristic evaluation of the existing user flows.
Heuristic Evaluation
Discovery & Research
When I first started working at Papa Johns, we did not have a UX Researcher and were just starting tactical research. In lieu of traditional research methods, we relied on third party resources to determine our product’s strategy. In Q1 of 2025, we acquired a UX Researcher with a PhD in Cognitive Sciences and began a license with usertesting.com.
Process
Without having the opportunity to conduct my own discovery research on our Cart & Checkout Experience, I used the Baymard Institute as a bench-marking tool to evaluate tested best practices in multiple e-commerce markets.
Baymard Institute
In addition to utilizing all the research available on Baymard’s platform, we completed a competitive analysis to see what features and patterns are consistent in multiple consumer facing markets.
Competitive Analysis
To evaluate the current state of our platform, we conducted a heuristic evaluation of the existing user flows.
Heuristic Evaluation
02 Research Insights
Transparency on Pricing
Ease of Form Field Entry
Clear Reason for forms
Less distraction
Baymard suggests that when users come to their cart, they are mainly looking at pricing. If a user comes to their cart and pricing is not what was expected during the ordering process, the user is likely to abandon.
When the user arrives at checkout, we are confident that means they would like to place their order. Based on Baymard’s research, users will abandon their order if there are too many form fields or if the fields are difficult to fill out.
Additionally, users are likely to abandon their order if they do not see a clear reason for the required forms.
The legacy design for Cart & Checkout is modal heavy and includes many up-sells. Baymard suggests that to increase conversion, nothing in the Cart or Checkout experience should detract the user from their main goals.
1
2
3
4
Transparency on Pricing
Ease of Form Field Entry
Clear Reason for forms
Less distraction
Baymard suggests that when users come to their cart, they are mainly looking at pricing. If a user comes to their cart and pricing is not what was expected during the ordering process, the user is likely to abandon.
When the user arrives at checkout, we are confident that means they would like to place their order. Based on Baymard’s research, users will abandon their order if there are too many form fields or if the fields are difficult to fill out.
Additionally, users are likely to abandon their order if they do not see a clear reason for the required forms.
The legacy design for Cart & Checkout is modal heavy and includes many up-sells. Baymard suggests that to increase conversion, nothing in the Cart or Checkout experience should detract the user from their main goals.
1
2
3
4
Transparency on Pricing
Ease of Form Field Entry
Clear Reason for forms
Less distraction
Baymard suggests that when users come to their cart, they are mainly looking at pricing. If a user comes to their cart and pricing is not what was expected during the ordering process, the user is likely to abandon.
When the user arrives at checkout, we are confident that means they would like to place their order. Based on Baymard’s research, users will abandon their order if there are too many form fields or if the fields are difficult to fill out.
Additionally, users are likely to abandon their order if they do not see a clear reason for the required forms.
The legacy design for Cart & Checkout is modal heavy and includes many up-sells. Baymard suggests that to increase conversion, nothing in the Cart or Checkout experience should detract the user from their main goals.
1
2
3
4
03 New Design - Cart
Cart Design
We aim to simplify cart so that the user can easily focus on pricing for both deal and non-deal items. We also intend to refine our upsell strategy so that upsells are contextually relevant throughout the entire ordering journey. Personalizing the user’s ordering journey based on a matrix of data points will help our users feel confident in their selections once they arrive at cart, thus increasing conversion to checkout.
Solution
Problem
Users are abandoning their cart due to an overload of information, unexpected pricing and detracting upsells.
Decreased Pogo Sticking
Decreased Bounce Rate
Increased Conversion
Outcome
Cart Design
Solution
We aim to simplify cart so that the user can easily focus on pricing for both deal and non-deal items. We also intend to refine our upsell strategy so that upsells are contextually relevant throughout the entire ordering journey. Personalizing the user’s ordering journey based on a matrix of data points will help our users feel confident in their selections once they arrive at cart, thus increasing conversion to checkout.
Users are abandoning their cart due to an overload of information, unexpected pricing and detracting upsells.
Problem
Decreased Pogo Sticking
Decreased Bounce Rate
Increased Conversion
Outcome
Cart Design
We aim to simplify cart so that the user can easily focus on pricing for both deal and non-deal items. We also intend to refine our upsell strategy so that upsells are contextually relevant throughout the entire ordering journey. Personalizing the user’s ordering journey based on a matrix of data points will help our users feel confident in their selections once they arrive at cart, thus increasing conversion to checkout.
Solution
Problem
Users are abandoning their cart due to an overload of information, unexpected pricing and detracting upsells.
Decreased Pogo Sticking
Decreased Bounce Rate
Increased Conversion
Outcome
04 New Design - Checkout
Checkout Design
By moving the accepted methods of payment to the top, we allow users to see first and foremost that they will be able to complete a transaction with us. Next, we will enable the users to enter in all necessary information with ease so that they do not run into any errors that may make them unable to place an order.
Solution
Problem
Users are abandoning during the checkout experience due to lack of visibility that we accept their payment method and complicated forms.
Decreased Time on Page
Decreased Bounce Rate
Increased Conversion
Outcome
Checkout Design
Solution
By moving the accepted methods of payment to the top, we allow users to see first and foremost that they will be able to complete a transaction with us. Next, we will enable the users to enter in all necessary information with ease so that they do not run into any errors that may make them unable to place an order.
Users are abandoning during the checkout experience due to lack of visibility that we accept their payment method and complicated forms.
Problem
Decreased Time on Page
Decreased Bounce Rate
Increased Conversion
Outcome
Checkout Design
By moving the accepted methods of payment to the top, we allow users to see first and foremost that they will be able to complete a transaction with us. Next, we will enable the users to enter in all necessary information with ease so that they do not run into any errors that may make them unable to place an order.
Solution
Problem
Users are abandoning during the checkout experience due to lack of visibility that we accept their payment method and complicated forms.
Decreased Time on Page
Decreased Bounce Rate
Increased Conversion
Outcome
05 Legacy vs New Design
Based on our discovery and tactical research, we believe that separating cart and checkout into two pages will give the user an effective amount of information so they can feel comfortable converting. At cart we want the users to focus on the products they have selected and the overall price they will pay. At checkout we want to give the user a seamless way to enter their payment and contact information. Doing so will provide users with less distraction and give them confidence in their purchasing decisions.
Main Changes
Based on our discovery and tactical research, we believe that separating cart and checkout into two pages will give the user an effective amount of information so they can feel comfortable converting. At cart we want the users to focus on the products they have selected and the overall price they will pay. At checkout we want to give the user a seamless way to enter their payment and contact information. Doing so will provide users with less distraction and give them confidence in their purchasing decisions.
Main Changes
Based on our discovery and tactical research, we believe that separating cart and checkout into two pages will give the user an effective amount of information so they can feel comfortable converting. At cart we want the users to focus on the products they have selected and the overall price they will pay. At checkout we want to give the user a seamless way to enter their payment and contact information. Doing so will provide users with less distraction and give them confidence in their purchasing decisions.
Main Changes
06 Final Design - Cart
Cart Design
The new cart design enables users to focus on the items in their cart, the pricing and deals associated with those items, and what rewards they will receive with this order. The design strips away any clutter that is not associated with transparency on the product and pricing. We believe doing this enables the user to feel confident they are getting the best deal and rewards therefore encouraging them to continue to checkout.
Design Solution
Cart Design
The new cart design enables users to focus on the items in their cart, the pricing and deals associated with those items, and what rewards they will receive with this order. The design strips away any clutter that is not associated with transparency on the product and pricing. We believe doing this enables the user to feel confident they are getting the best deal and rewards therefore encouraging them to continue to checkout.
Design Solution
Cart Design
The new cart design enables users to focus on the items in their cart, the pricing and deals associated with those items, and what rewards they will receive with this order. The design strips away any clutter that is not associated with transparency on the product and pricing. We believe doing this enables the user to feel confident they are getting the best deal and rewards therefore encouraging them to continue to checkout.
Design Solution
07 Final Design - Checkout
Checkout Design
The new checkout design allows the user to focus on the fields they need to enter. First starting with available payment types and then moving to contact information, our goal is to ensure the user can easily enter all form fields. At this point, the user has decided they would like to place an order with us so our goal now is to make that as easy as possible.
Design Solution
Checkout Design
The new checkout design allows the user to focus on the fields they need to enter. First starting with available payment types and then moving to contact information, our goal is to ensure the user can easily enter all form fields. At this point, the user has decided they would like to place an order with us so our goal now is to make that as easy as possible.
Design Solution
Checkout Design
The new checkout design allows the user to focus on the fields they need to enter. First starting with available payment types and then moving to contact information, our goal is to ensure the user can easily enter all form fields. At this point, the user has decided they would like to place an order with us so our goal now is to make that as easy as possible.
Design Solution
Final Thoughts
During our tactical studies, this design was received very well by users. As we now move into production in 2026, we hope to see conversion increase. The final outcomes will be posted here shortly.
Outcome
Final Thoughts
During our tactical studies, this design was received very well by users. As we now move into production in 2026, we hope to see conversion increase. The final outcomes will be posted here shortly.
Outcome
Final Thoughts
During our tactical studies, this design was received very well by users. As we now move into production in 2026, we hope to see conversion increase. The final outcomes will be posted here shortly.
Outcome