All Work
Overview
Virgin Experience Gifts, the US brand of UK-based Virgin Experience Days, specialises in experience gifts. Its checkout was redesigned to address a 41% drop-off rate, making the flow faster and clearer. As a result, abandonment fell to
My Role
Owned the end-to-end design of the US checkout, collaborating with Product, Development, QA, and CRM teams. Defined user flows, wireframes, and high-fidelity prototypes, guiding mobile optimisation and implementing 'trust signal' placements (such as trust piolt, sercurity icons, brand colours etc.).
Tools & Methods: Figma for wireframing, component creation, prototyping. Jira for giving design feedback
The Challenge
The US checkout faced multiple issues and pain points, which were all considered to help drive this 41% drop off down:
- The process - long, confusing with multi-step forms
- Why is the promo code box hidden? Instant frustration for users with discount codes
- Lack of progress indicators, where simple signposting could reduce frustations
- Streamline what is a clunky mobile experience
Wireframes
Wireframes helped clarify the layout, content hierarchy, and mobile user flow, while also providing developers with an early structure for the page.
Key Improvements
The checkout flow was simplified into clearer steps with progress indicators, improving user confidence.
- The promo code box moved to a prominent position, reducing friction at payment, even more so if you have a code from an email/product to checkout, but can't find where to redeem
- Trust signals such as secure payment icons reassured users. Clear titles, payment detials, input fields, icons, Trustpilot reviews
- Fully optimised for mobile - so it's not just a mass form page
Before
After
Outcomes & Learnings
Checkout abandonment fell from 41% to 18%, with users moving through the flow more confidently.
Simplified forms, visible promo code inputs, trust cues, and mobile optimisation boosted completion rates and overall satisfaction.