Antares AutoTune Ecommerce Optimization
Antares, makers of the iconic AutoTune software, brought me on to redesign their website and optimize their e-commerce experience. What began as a brand refresh evolved into a complete digital overhaul, with a strong focus on streamlining the path to purchase and uncovering growth opportunities within the checkout flow.
My Role
UX/UI Design
Visual Design
Prototyping
UX Research
Timeline
3 Months
22% lift in completed purchases. 30% increase in average order value. 18% reduction in customer support tickets.
“After his excellent work on our brand overhaul, having Ian redesign our website was a no-brainer, and it paid off in a big way.”
Steve BerkleyThe Opportunity
Antares needed a modernized website and online store to reflect the recent brand overhaul that I had performed for them. This was an opportunity to extend the new visual identity across their digital presence while also addressing key performance goals: reducing cart abandonment, increasing average order value, and lowering support volume. The project also involved migrating their store from WooCommerce to Shopify.
The Process
After meeting with stakeholders and conducting in-depth customer interviews, I uncovered several areas for improvement, with the checkout flow emerging as the most impactful. In close collaboration with Antares’ UX researcher, product manager, and engineer, we planned and executed multiple rounds of both qualitative and quantitative testing. These efforts helped us validate assumptions, prioritize changes, and take a data-driven, results-focused approach to the redesign.
Research
- Review Analytics
- Stakeholder interviews
- Customer interviews
Empathize
- User personas
- Journey map
- Flows
- User testing
Create
- Visual design
- Prototype
Test
- Usability
- Track usage
- Inform next iteration
Iterative A/B Testing of the cart and checkout flow
Designing for Shopify
The transition from WooCommerce to Shopify required thoughtful design decisions to ensure a seamless user experience and unlock new capabilities:
- Aligning the visual style with Shopify’s native components
- Leveraging Shopify features to support growth and scalability
- Optimizing for express checkout to improve conversion
- Simplifying the flow to reduce user friction
Google Analytics
I used Google Analytics to identify where users were dropping off in the checkout flow and where they hesitated most. These insights helped me simplify the experience, clarify pricing, and highlight trust signals. I also tracked how features like express checkout, coupon codes, and product recommendations were performing to support growth.
User Testing
Through A/B testing, I iterated on layout changes, upsell placements, and messaging to see what improved conversion. Testing different versions of the checkout flow helped me fine-tune for trust, speed, and higher cart value, making sure every design decision was backed by real user data.
The Solution
The result was a cleaner, more intuitive website that brought Antares’ refreshed brand to life. I streamlined the checkout experience by relocating purchase options to product pages, eliminating unnecessary form fields, enabling guest checkout, and integrating Shopify’s express checkout. To increase order value, I introduced recommended products and upsells, while also strengthening trust through clearer messaging on checkout and thank-you screens. Every change was guided by user insights and analytics, ensuring a thoughtful, data-driven outcome.
Website design
The Results
We saw a 22% lift in completed purchases and a 30% increase in average order value. The new funnel also reduced customer support tickets related to purchasing by 18%, reinforcing that the improvements drove both clarity and conversion.
Shopify Cart
Shopify checkout page
Shopify thank you page