Jacob BrownProduct Designer
All case studies
River Island
River Island · Senior UX Designer · 2024

Bag Redesign

A continuous project zooming in on conversion rates of the River Island purchase funnel.

ecommerceconversionmobilenative

The problem

Placeholder — Jacob to supply full narrative, process artefacts, and outcome metrics.

The River Island bag was a high-traffic, high-stakes screen in the purchase funnel. Small friction here translated to material revenue impact, so every change needed evidence and care.

What I did

  • Audited the existing bag flow across iOS, Android, and web
  • Mapped drop-off points against funnel analytics
  • Ran lightweight prototype testing across three redesign directions
  • Partnered with engineering to ship the winning direction behind a feature flag
Redesigned bag screen — product tiles, stock indicators, and payment options
Redesigned bag screen — product tiles, stock indicators, and payment options
Delivery options and payment method selection
Delivery options and payment method selection
Order summary with Apple Pay checkout
Order summary with Apple Pay checkout

Outcome

Placeholder — replace with real metrics.