Tractor At Home

The checkout problem

Tractor At Home had a meal-ordering flow that created too much friction before checkout. Customers had to make several choices, the site was slower than it should have been, and the ordering path needed to be simplified without breaking the existing business flow.

Simplifying the ordering path

I started by mapping the existing ordering flow and identifying where customers were getting slowed down. The biggest issues were meal selection, payment steps, and performance on the pages that mattered most.

Key decisions:

• Migrated from Gatsby to Next.js for better performance and SEO
• Redesigned checkout as a single, simpler flow
• Used Tailwind CSS for rapid iteration on UI changes

Meal selection and checkout

• Meal selection flow that made order building easier to follow
• Simpler checkout that reduced the number of steps from 5 to 3
• Preference system that remembers customer choices
• Performance optimizations that cut page load times by 40%

Conversion and speed

The team reported a 15% conversion lift after the redesign. The checkout flow became easier to understand, and the Next.js migration improved page speed and SEO foundations.

The site was also better prepared for peak ordering periods because the main ordering pages were faster and simpler.