Overview
Led digital transformation for 6.5M customers, consolidating fragmented buy flows into unified experiences.
My role
Designed end-to-end experiences from wireframes through production-ready components.
Collaborated with PM, engineering, data, and content teams to shape product requirements and drive decisions.
Facilitated internal & client workshops and maintained design system consistency through implementation.
Collaborated with PM, engineering, data, and content teams to shape product requirements and drive decisions.
Facilitated internal & client workshops and maintained design system consistency through implementation.
Context
Cox customers faced fragmented experiences across internet and mobile purchases, with separate shopping carts requiring internet purchase first.
78.2% abandoned before checkout, and 54.1% of new customers never completed orders.
The complex workflow created friction and lost revenue opportunities.
78.2% abandoned before checkout, and 54.1% of new customers never completed orders.
The complex workflow created friction and lost revenue opportunities.
Approach
Conducted audit and competitive analysis with PM, data analyst to identify friction points and conversion opportunities through analytics, user paths, and industry benchmarks.
Facilitated cross-functional workshops with client stakeholders and led team brainstorms to align business needs with user experience goals.
Distilled research insights into design principles (Simple, Informative, Easy to Use) that guided all design decisions and built user confidence.
Defined user flows, experience architecture, and interaction patterns for core shopping journey.
Co-defined phased rollout strategy: Phase 0.5 (upper-funnel clarity), Phase 1 (consolidated buy flow and cart), Phase 2 (continued optimization, reducing 10 flows to 2)
Created production-ready deliverables: 6+ user flows, 5 functional prototypes, 15 components with 150+ variants, fully annotated for developer confidence.
Facilitated cross-functional workshops with client stakeholders and led team brainstorms to align business needs with user experience goals.
Distilled research insights into design principles (Simple, Informative, Easy to Use) that guided all design decisions and built user confidence.
Defined user flows, experience architecture, and interaction patterns for core shopping journey.
Co-defined phased rollout strategy: Phase 0.5 (upper-funnel clarity), Phase 1 (consolidated buy flow and cart), Phase 2 (continued optimization, reducing 10 flows to 2)
Created production-ready deliverables: 6+ user flows, 5 functional prototypes, 15 components with 150+ variants, fully annotated for developer confidence.
Outcome
Phase 1 consolidated fragmented buy flows into one unified flow, achieving 55.6% increase in Mobile order conversion after marketing page redesign.
The phased approach balanced immediate wins (high-impact fixes) with long-term scalability, positioning Cox for continued optimization. Comprehensive documentation eliminated engineering rework and enabled faster implementation.
Stakeholder feedback was positive, with one noting that our approach pushed beyond comfort zones and helped simplify upcoming scenarios, particularly involving Mobile, aligning future checkout consolidation efforts.
The phased approach balanced immediate wins (high-impact fixes) with long-term scalability, positioning Cox for continued optimization. Comprehensive documentation eliminated engineering rework and enabled faster implementation.
Stakeholder feedback was positive, with one noting that our approach pushed beyond comfort zones and helped simplify upcoming scenarios, particularly involving Mobile, aligning future checkout consolidation efforts.
Client testimonial
“I appreciate you continuing to push us (and our expectations) out of comfort zone. Now you can say ‘told you so’. The concept of a target state cart has been a paradigm for quite some time, driven mostly by business rules. With your proposed approach we simplify a number of scenarios for current customers and solve a number of upcoming use cases particularly with Mobile. I believe it will also put us on an easier path towards consolidation of checkout.”
- Luke Whiteman, Director of UX Design at Cox
- Luke Whiteman, Director of UX Design at Cox