GAP
Year
2026
Industry
UX Designer
Services
Conversion optimization
Overview
A sharper eCommerce experience for GUESS, built around easier discovery, clearer navigation, and a smoother path to purchase.
The Guess conversion rate was quite low when we took over the management of their site. This was due to a combination of a bad checkout experience as well as a lack of catering to the region. The GCC is a very specific market that requires local BNPL options and an Arabic site. So we designed both the English and Arabic versions to promote buying in the region.
As a Baymard certified designer, I applied insights from over 200,000+ hours of e-commerce usability research to redesign the checkout experience and reduce common friction points.
The Bayard Institute conducts 37,000+ hours of research a year and in order to be certified a 6 part exam needs to be passed. 3 tries only across these areas:
Homepage & Category
On-Site Search
Product Lists & Filtering
Product Page
Cart & Checkout
Accounts & Self-Service
The Challenges
The Problem
Checkout is one of the most critical steps in the e-commerce funnel. Even small usability issues can cause significant drop-off.
Common issues identified in the existing checkout included:
unclear form hierarchy
unnecessary cognitive load during checkout
friction in the payment step
no security or trust signals during the purchase process
These issues increased abandonment and slowed down the purchase flow.
Our Approach
Simplified Form Structure
Fields were reorganized into a clearer hierarchy to reduce cognitive load.
Research
Research Insights
Simplifying form structure reduces abandonment
Clear progress indicators improve completion rates
Payment reassurance messaging increases trust
Reducing unnecessary fields improves checkout speed
