Undergrove app

Eleven taps

Undergrove’s checkout had grown one screen at a time, each addition reasonable on its own. Together they asked the customer for a delivery preference before the address, a gift option before the basket was confirmed, and an account before anything at all.

Deleting decisions

Every step in the old flow was defended by somebody. So instead of arguing about styling, we costed each step: how many people it lost, and what the business gained from asking. Six steps could not justify themselves.

• Guest checkout first. The account prompt moved to after the purchase, where it converts better anyway.
• Address before preferences. Delivery options depend on the address, so asking first meant showing options that did not apply.
• One confirmation, not three. The basket, the address and the payment method are confirmable on a single reviewable screen.

Accessibility was part of the redesign, not an audit after it

Focus order follows the visual order on every screen. Every interactive target is at least 44×44px. Errors are announced, associated with their field, and phrased as instructions rather than complaints. The independent WCAG 2.2 AA audit passed without remediation.

What shipped

Five screens, a written flow specification including every error and empty state, and a prototype the team used for their own testing after handover.