Checkout simplification for prescription commerce
Oct 1, 2025
KITS
I led the end-to-end design execution to reduce friction in a uniquely complex eyecare flow. The goal was to make checkout feel shorter and clearer while meeting regulatory requirements and supporting both glasses and contacts.
Role: UX designer
With: CEO, UX director, Engineering, PM, Data analyst
Tools: Figma, ContentSquare, Power BI, Framer
Context
Eyecare checkout is not standard e-commerce. In certain US states, customers are required to verify a valid prescription before purchase, and the experience differs depending on whether they’re buying glasses, contacts, or both.
Before this work, checkout supported these requirements, but at a cost. The flow was long, dense, and difficult to scan, especially on mobile. Users weren’t abandoning checkout because they lacked intent; they were slowed down by complexity that wasn’t clearly structured.
Design Approach
Building on the initial direction, I focused on turning checkout into a clear sequence of tasks rather than a single long form. The work centered on:
Reducing visual and cognitive load per screen
Making required regulatory steps explicit but non-blocking
Allowing users to review and edit critical information without leaving checkout
Shortening Without Removing What Matters
The flow was restructured into clearer sections with stronger visual separation. Shipping options were simplified and labelled more clearly, allowing users to quickly understand what’s included and make a decision without hesitation. This reduced scroll depth, particularly on mobile, without hurting conversion.
Prescription Visibility at the Point of Decision
A key improvement was allowing users to view prescription details directly within checkout for both glasses and contacts. This reduced anxiety around accuracy and removed the need to backtrack to product or account pages.
Prescription verification was designed as a guided task, with clear status indicators showing what’s required, what’s pending, and what’s complete, especially important for users managing prescriptions for multiple patients.
Designing for Glasses and Contacts
Because glasses and contacts have different verification needs, the UI adapts based on product type while maintaining a consistent structure. This ensured compliance without fragmenting the experience or forcing relearning.
Outcome
The redesigned checkout feels shorter because it is clearer. Users can move through required steps with confidence, review critical information at the right moment, and complete prescription verification without unnecessary repetition. The system balances regulatory requirements with usability, improving efficiency at the most sensitive point in the funnel.
Complete view on KITS.ca
Impact
Overall, the checkout UX update reduced friction at the point of purchase, with the biggest impact on mobile glasses, driving a sustained +7–8pt increase in checkout completion (~17% lift).
