Bruna Calheiros led a full checkout optimization for The Estée Lauder Companies worldwide to improve the shopping experience across all brands. The goal was to streamline the checkout process, focusing on mobile, reducing cart abandonment, and driving higher sales conversion.

Industry research shows that the average cart abandonment rate on mobile devices is around 70%, and optimizing checkout can improve conversion rates by up to 35%. Even a 1-second improvement in page load time can boost conversion rates by 7%. With these statistics in mind, Bruna designed a modern, simplified checkout experience that reduced friction, leading to faster checkouts and fewer abandoned carts.

Despite a tight timeline—three months before the holiday season—Bruna delivered a seamless user experience that was immediately approved by ELC executives without revisions. Her designs decreased checkout time and improved the overall user flow, which resulted in significant improvements in conversion rates across La Mer's mobile platform.

Due to its impact, the project expanded globally and to all ELC brands. Bruna was entrusted with designing a white-label version of the checkout experience to be implemented in markets worldwide, starting with Estée Lauder, Bobbi Brown, and Aveda in Asia-Pacific. This scalable solution demonstrated Bruna's ability to deliver high-quality, user-centered designs on a global scale, meeting the unique needs of each region while maintaining consistency and efficiency.