Before
+38%revenue per session
The problem
The account is where people come back after buying: their orders, bonuses, saved cards and addresses.
The old one opened on a form and a table.
What changed
Orders became cards with their next step
Before, a table with a status line in each row. Now each order is a card with its status (“Awaiting payment 29:59”, “Received”, “New”), the total, the delivery date and one action: “Pay now”, “Order again” or “Details”.
Each order says what it needs from you.
Before: a table, a status in each row 
After: a card per order, its status and its one next step The dashboard asks for what saves time
The bonus balance at the top; two prompts, to add a card and a delivery address, each with its reason: “And don’t enter your details every time you order”.
The account earns its place by making the next order faster.
The bonus balance, then two prompts with their reasons One order, one page
A new order page: status and date, “Order again” and “Manage order”, the items with “Leave a review” and “To cart”, and the summary.
The order: status, two actions, items, summary
How it was proved
A/B test, new against old
- Revenue per session
- +38%
- Repeat orders
- +92%
- Purchases
- +14%
- Add to cart
- +6%
- Going to the wishlist
- +4%