CHALLENGE

CHALLENGE

Oriflame’s 10‑year old Checkout was confusing, slow and overloaded with information. Users struggled with unclear shipping fees, inconsistent delivery options and unclear payment methods, leading to friction and abandoned orders across 63 markets.

Oriflame’s 10‑year old Checkout was confusing, slow and overloaded with information. Users struggled with unclear shipping fees, inconsistent delivery options and unclear payment methods, leading to friction and abandoned orders across 63 markets.

THE SOLUTION

THE SOLUTION

A simplified checkout flow reduced from five pages to three; faster, clearer and more intuitive. Modernised visual design, improved accessibility and new code for better performance across desktop and mobile.

A simplified checkout flow reduced from five pages to three; faster, clearer and more intuitive. Modernised visual design, improved accessibility and new code for better performance across desktop and mobile.

The full Checkout journey: Basket, Offers, Delivery, Payment and Order Confirmation, including unique Oriflame needs such as pick‑up points, catalogue‑based offers, Loyalty incentives and numeric quick‑order input.

The full Checkout journey: Basket, Offers, Delivery, Payment and Order Confirmation, including unique Oriflame needs such as pick‑up points, catalogue‑based offers, Loyalty incentives and numeric quick‑order input.

BUSINESS IMPACT

BUSINESS IMPACT

+8% increase in completed orders.

+8% increase of completed orders.

I led the UX direction of the Simplified Checkout initiative, keeping the team aligned, maintaining clarity and ensuring progress toward set KPIs.

I supported the UX Designer through all phases of the triple‑diamond process and aligned closely with Tech, Research and Sales to secure feasibility and shared objectives. I ensured consistency across desktop and app experiences and guided prioritisation based on user pain points, technical constraints and business needs.

Although considered a “smaller” initiative, this project was critical for user satisfaction and sales performance. My leadership ensured the final solution met the needs of Oriflame’s diverse global markets.

I led the UX direction of the Simplified Checkout initiative, keeping the team aligned, maintaining clarity and ensuring progress toward set KPIs.

I supported the Product Designer through all phases of the triple‑diamond process and aligned closely with Tech, Sales and global Stakeholders to secure feasibility and shared objectives. I ensured consistency across desktop and app experiences and guided prioritisation based on user pain points, technical constraints and business needs.

Although considered a “smaller” initiative, this project was critical for user satisfaction and sales performance.