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May 2024 - January 2025

Transforming Transactions: An eCommerce Overhaul

Managed a team of three designers to boost conversions and ridership by reducing purchase confusion and streamlining transactions.

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Simplify. Educate. Convert.



We set out to improve GO Transit’s online purchase system by addressing product discoverability, limited personalization, and the lack of cart functionality, while ensuring design consistency during the transition to a new eCommerce system vendor.

Our goal was to improve the purchase flow to boost conversions, customer satisfaction, and ridership.

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The Power is in Design Discovery

We began with a Sprint 0 handoff, leveraging high-level concepts that had undergone initial usability testing. Using this as a baseline, we collaborated with research to further inform and validate design decisions through user interviews, usability tests, surveys, and competitive audits.

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Failing to Plan Is Planning to Fail


I implemented bi-weekly sprint planning to optimize workflow, aligning design tasks across two 90-day agile cycles. Clear delegation and task organization enabled us to deliver 40% ahead of schedule.


Embrace the Process, Evolve the Path

I created a JIRA template to reduce ambiguity, streamline collaboration, and align expectations. Standardizing communication and sprint planning resolved unclear requirements, scope discrepancies, and extended feedback loops, ensuring the team stayed on track.

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Eliminate the Friction!

The final design introduced a four-step purchase flow with “Buy Now” and “Add to Cart” functionality, improving speed and reducing drop-offs.

Design advocacy was a huge win, allowing us to propose enhancements and collaborate with product to prioritize and execute them through data-driven pitches.

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Key Metrics

The redesign is set to launch in January 2025, with results to follow.

These process improvements and effective design management allowed us to deliver ahead of schedule, enabling the team to function in dual roles as both a delivery and Sprint 0 team. This success will shape the future of our team, laying the groundwork for more efficient and agile collaboration.





Personal

Reflection

This project highlighted the impact of strong operational planning on delivery speed and design quality. Strategic negotiation, empathy, and clear cross-functional communication were essential, reinforcing the importance of a structured process for managing complex UX initiatives in agile environments.