As one of the leading fashion retailers in North America, Chico's FAS is a company of three unique brands – Chico's, WHBM and Soma. They were replatforming to the headless Fabric eCommerce platform, and required a review of their existing design system to pass ADA standards. They also required an optimization of their Cart and Checkout Flow to bring the most value to their customers, call attention to their customer rewards program, and increase cart size and conversions.
As senior visual designer on the experience design team, I collaborated with the team creative director, UX designer, and junior designer to audit their design system for ADA compliance. We documented necessary changes and presented our findings to the Chico's FAS design team, including recommendations for improvements. We then implemented these updates in a redesigned checkout flow, leveraging existing brand colors to highlight key CTAs, clearly define information hierarchy, and promote their rewards program.
This digital transformation led to a 30% lift in conversion rates.
Design System ADA Audit
Revised Design System
Changes we implemented included simplifying the colour palette to reduce the complexity of the design system, adjusting colours to pass 3:1 contrast ratios, adding focus states, ensuring there were sufficient interactive states on CTAs, links, and input fields to pass WCAG 2.2 A and AA success criteria.
Checkout Flow Redesign
