260% increase in site performance, $3.6M saved revenue
TL;DR
Identified performance and checkout issues on Olay.com, a P&G e-commerce site with ~$14M annual sales.
Led the UX redesign to enhance site performance and streamline the checkout process.
Conducted audits, analyzed user behavior, and redesigned key pages using Lighthouse, Google Analytics, and Figma.
Achieved a 260% performance boost and saved ~$3.6M in revenue year-over-year.
Situation
Olay.com, a Procter & Gamble e-commerce platform generating approximately $14M in annual sales, was plagued by significant performance issues and a flawed checkout process. These problems led to user frustration, high cart abandonment rates, and substantial revenue losses. Initial attempts to address these concerns were overlooked by stakeholders, necessitating a determined and strategic push to secure buy-in for a redesign.
Task
My responsibility was to spearhead the UX redesign of Olay.com, with a focus on enhancing site performance and streamlining the checkout flow. The goal was to reduce user friction, boost conversions, and ultimately increase revenue. This required in-depth research, collaboration with diverse teams, and the creation of a user-centered design solution tailored to fit within P&G’s complex organizational framework.
Action
To tackle the challenge, I took the following steps:
Performed a Lighthouse Audit and expert review to uncover performance bottlenecks and usability issues in the checkout process.
Analyzed user behavior using Google Analytics to identify specific pain points causing drop-offs.
Redesigned key pages—including the home, product, and checkout pages—using Figma to craft a smoother, more intuitive user experience.
Collaborated closely with a Product Owner, Business Analyst, offshore development team, and stakeholders to ensure alignment and feasibility.
Mentored a visual designer on UX principles while leveraging her expertise to enhance the visual appeal.
Presented actionable recommendations through Microsoft Teams and shared detailed audit reports with the development team to facilitate implementation.
Result
The redesign yielded impressive outcomes:
A 260% improvement in site performance, making the platform faster and more reliable.
An estimated $3.6M in revenue saved year-over-year by optimizing the checkout flow and reducing abandonment.
The project showcased the power of persistence, teamwork, and data-driven design, successfully transforming a critical digital experience despite the challenges of navigating a large corporation like P&G.
What I learned
…
This project was a valuable opportunity to develop strategic communication skills and build trust with stakeholders in a large, complex organization. Transitioning from smaller companies where speed was the norm, I learned to adapt my approach, embracing patience and rapport-building to navigate a highly politicized environment. This experience strengthened my ability to connect with diverse teams and deliver impactful contributions, even amidst initial challenges. I’m proud of the progress we achieved and the personal growth I gained in effectively tailoring my communication to drive successful outcomes.
