Hospitality · Boutique hotels
Harbor & Pine
Performance and content structure improvement
−44%mobile page-load time (illustrative)
- Performance
- Design System
- Technical SEO
Online retail · Outdoor goods
Fieldnote Commerce
Product discovery and checkout journey review.
- Duration
- 5 weeks
- Headline outcome
- +28%
- Note
- Illustrative demo project. The company, findings and figures are fictional.
01Overview
Project overview
A mid-sized outdoor goods retailer wanted to know why growing campaign traffic was not turning into proportional sales.
Business context
The team had redesigned their product pages a year earlier and suspected a design problem. The analytics told a different story: most drop-off happened before people reached a product, and again at the shipping step of checkout.
The challenge
Strong traffic from campaigns, but visitors struggled to find the right product and abandoned checkout at the shipping step.
02Findings
What the review uncovered.
Filters did not match how people shop
Filters used internal product codes rather than the activities and conditions customers search for.
Shipping costs appeared too late
Costs only appeared at step three of checkout, which made the final price feel like a surprise.
Comparison required too many tabs
Similar products could not be compared side by side, so visitors opened several tabs and often left.
Mobile product images were oversized
Uncompressed gallery images slowed category pages on mobile connections.
03Recommendations
What we recommended.
Category and filter restructure, clearer product comparison, and a shorter checkout with shipping costs shown earlier.
- Rebuild category filters around activity, season and fit
- Show estimated shipping on product and cart pages
- Add a lightweight compare drawer for up to three products
- Serve responsive, modern-format gallery images
- Track filter use and checkout steps as named events
04Sample roadmap
Sequenced by impact and effort.
Phase 01 · Weeks 1–2
Quick wins
- Shipping estimate on cart
- Image compression
- Event tracking
Phase 02 · Weeks 3–6
Structural
- Filter taxonomy
- Compare drawer
- Checkout step merge
Phase 03 · Weeks 7–10
Validate
- Review funnel data
- Usability check
- Refine filters
05Illustrative outcomes
What changed.
- checkout completion
- +28%
- category page load time on mobile
- −35%
- product page visits from category pages
- +19%
Sample figures for demonstration only. Not results from a real engagement.
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Next step
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