Checkout usability study for Tallow & Twine
Moderated usability testing and a redesign of the checkout’s biggest friction points. A case study by Hugo Lefebvre, Product Designer for B2B SaaS.
Challenge
Tallow & Twine, a home fragrance brand, knew many customers abandoned checkout but not why. Analytics showed the drop-off, not the reason.
Solution
I ran moderated usability tests with eight customers, found five critical issues — from unclear delivery costs to a confusing account step — and designed focused fixes that the team shipped within a month.