We're a dedicated team of UX researchers, conversion specialists, and e-commerce engineers obsessed with one thing: making checkout better.
CheckoutUX Lab was founded on a simple observation: most e-commerce stores have excellent products and terrible checkouts. The result? Billions in lost revenue every year from fixable UX problems.
We exist to bridge that gap — bringing the rigor of user research, the craft of experience design, and the discipline of conversion rate optimization to every client engagement.
Based in Tokyo, we work with e-commerce brands globally — from growing DTC brands to enterprise retailers — to systematically eliminate the friction that prevents purchases.
10 years in CRO and UX. Former lead at a global payments company. Author of "The Friction-Free Checkout."
Worked with Rakuten, Uniqlo, and several DTC brands in Asia. Specializes in mobile-first checkout design.
PhD in Behavioral Economics. Designs all A/B test methodologies and runs statistical analysis for client projects.
Full-stack engineer specializing in Shopify, WooCommerce, and custom checkout implementations. 8 years e-commerce engineering.
James Hartwell founded CheckoutUX Lab after identifying checkout friction as the most under-addressed problem in e-commerce. Started with 3 clients and a simple hypothesis: better checkout = more revenue.
Our guest checkout implementation for NordStyle drove a 62% increase in conversion, establishing our methodology and attracting referral clients. Grew to a team of 6.
James published "The Friction-Free Checkout," establishing CheckoutUX as a thought leader. Blog began attracting 50,000+ monthly visitors. Team grew to 10.
Opened client partnerships across Europe, North America, and Southeast Asia. Launched our remote-first team structure with members in 8 countries.
18-person team, 120+ clients served, 200+ A/B tests shipped. CheckoutUX Lab is the leading specialist for e-commerce checkout optimization in Asia-Pacific.
Our main office is located in Kanda, Chiyoda City — one of Tokyo's most vibrant and well-connected districts, surrounded by tech companies, agencies, and the energy of a city that never stops innovating.