Before/After Redesign: Accessible Forms at ShopLoop—A 62% Completion Increase

Design · 5 min read

ShopLoop's e-commerce onboarding and checkout forms had a high abandonment rate among assistive-technology users and a surprising share of sighted users who found the fields confusing. The redesign began with an accessibility audit: missing labels, inconsistent focus states, and cryptic error messages. The design team prioritized three interventions—explicit labels and legends, inline, context-aware validation, and keyboard navigation optimizations.

Prototypes were tested with 10 participants using screen readers and another 15 using keyboard-only navigation. Designers implemented clear, persistent labels, moved inline hints to be programmatically associated with fields, and replaced modal error summaries with field-level inline guidance. Visual affordances like focus rings, contrast improvements, and larger hit targets rounded out the changes.

After launch, form completion rose 62% for users relying on keyboard or screen readers and 18% overall, while support tickets about failed checkouts dropped 41%. The team published a before/after component library and added accessibility acceptance criteria into their design review checklist, ensuring future forms inherit the improvements. The case illustrates measurable ROI for accessibility-focused product design, not only in compliance but in usability across the board.