A checkout audit across two markets
Loyalty points worth up to 20% off were going unused. Here's why.
off in points, left unused
checkout steps reviewed in 2 markets
heuristic failures fixed into principles
Loyalty points worth up to 20% off were going unused.
Shoppers weren't redeeming points, and nobody had a clear view of where checkout got in the way.
Researcher. Reviewed the India app and the global site against Nielsen's 10 usability heuristics, with Myntra, Tira and Giva as benchmarks.
Reusable checkout design principles and roadmap recommendations, and the groundwork for the 2026 US study.
Points worth up to 20% off, left on the table
The brand runs a loyalty programme across an India app and a global site. Points could be worth up to 20% off an order.
A large share went unused. A structured review of checkout on both platforms was needed to see why.
A structured review of every step, in two markets
A structured way to review the full checkout in two markets and name each failure against a recognised principle.
To compare how other retailers show points and recover from payment errors.
To cover the whole path to purchase, not only the payment screen.
Where checkout broke
- CartPoint balance hidden
- AddressOK
- GiftingOK
- PaymentFailure sends you back to Address
Three heuristics, three leaks
Points were invisible
Shoppers couldn't see spendable points at the moment they decided to pay.
No retry after a failed payment
Users landed back on the address page instead of retrying.
Guests had to log in to redeem
On the global site, using points meant leaving guest checkout, which kept redemption low.
Reusable checkout design principles and roadmap recommendations. It also set up the 2026 US study, which measured the cost of the login problem.
Have a funnel that leaks?
Open to remote and hybrid roles, and contract projects.