E-commerce
Storefronts, PDPs, subscriptions and the sacred art of the frictionless checkout.
Cart drawer or cart page? Stop guessing
The drawer-vs-page argument is a measurement problem, not a taste debate. The decision framework, drawer anatomy, cross-sell discipline and what to track.
Size guides and the design of fit confidence
Fit uncertainty is apparel e-commerce's biggest tax. Size guides, fit finders and honest model references that cut fit-driven returns with design, not policy.
PDP galleries: the eight-image sequence that answers every doubt
The gallery is the busiest component on your store. Sequencing by doubt, zoom mechanics that don't fight the customer, video restraint, and perf budgets.
Subscription models that retain: design for the second order
Subscription retention is decided between order one and order two. Design the second order, save failed payments without resentment, and price subscriptions honestly.
Gift cards are products. Treat them like it.
Gift cards sit in a footer link and a plugin default. They deserve product thinking: delivery scheduling, balance checks without login walls, honest expiry, calm recovery.
Address forms for the world: one field doesn't fit all
International checkout forms: per-country field order, autocomplete's confident lies, the phone field's real job, PO-box honesty, and testing with real parcels.
Cart cross-sells that don't read as desperation
Cross-sells pay when they answer one complementary question and shut up. Placement ranked by distraction cost, price-band logic, and measuring incrementality.
Gift flows: the seasonal feature that deserves year-round craft
Gifting is a revenue line with a calendar. Multi-address checkout, date-promise logic, gift-card UX, the recipient experience, and a peak-season runbook.
Site speed is a merchandising decision
Milliseconds are margin. How to attribute revenue to performance honestly, where to spend speed budget on commerce templates, and how to make the case.
Honest inventory: stock states without the fake-scarcity slime
Stock states designed honestly: real low-stock signals, backorders with dates, preorders without traps, and inventory messaging that builds trust.
Preorders and backorders: UX for not-in-stock
Preorders and backorders without burning trust: dates as promises, deposit patterns, honest expectation-setting, split shipments, and copy that keeps inboxes quiet.
Designing for the gift buyer, not just the fan
Gift buyers are a different user with different anxieties. Gift finders, delivery-date honesty, card messages and the Q4 checklist done right.