# Fewer Steps Feel Premium

> From tire shopping to luxury travel booking: why removing steps is the most premium thing an e-commerce experience can do, and how I find the steps to remove.

- **By**: [Mohamed Amin](https://aminuix.com)
- **Published**: Jun 5, 2026
- **Category**: Design

![Pirelli tire shopping app product and catalogue screens](https://aminuix.com/api/media/file/journal-fewer-steps-feel-premium-hq.webp)

When people talk about premium design, they usually mean the visuals: rich photography, elegant type, a dark interface. Those matter. But in every shopping experience I have designed, the most premium feeling came from something invisible: there was simply less to do.

I have seen it in the Pirelli tire shopping app, in a luxury watch app and in the booking flow of Stanly Egypt, a luxury travel agency. In each case, removing steps did more for the experience than any visual detail.

Here is how I find the steps worth removing.

## Map the Flow Before Drawing Screens

The data backs this up. The Baymard Institute puts the [average cart abandonment rate at about 70%](https://baymard.com/lists/cart-abandonment-rate), and among shoppers who meant to buy, 17% left because checkout was too long or complicated. Baymard also found that [the average checkout has 11.3 form fields, while most sites need only 8](https://baymard.com/blog/checkout-flow-average-form-fields).

Before any visuals, I map every path a shopper might take, from the home screen to product details, cart, checkout and confirmation. Seeing the whole flow on one board makes the waste obvious: a screen that only confirms the previous one, a form that asks for something we already know, a detour that exists for internal reasons.

For Pirelli, the map also showed where shoppers lose confidence: understanding which tire fits their car, checking stock and finding a trusted dealer nearby. Those became the three pillars of the app.

## Sign-in Should Never Be the Obstacle

Life is too short to be wasted on sign-ins, and shoppers agree: in Baymard's data, 18% abandoned because [the site wanted them to create an account](https://baymard.com/lists/cart-abandonment-rate). On Pirelli, people log in with a phone number, recover a password with a code, and create an account on one short screen. Every extra field at the door costs customers who never see the products.

## Give Confidence at the Moment of Doubt

A short flow is not enough if people hesitate. I place the reassurance exactly where doubt appears:

- **On the product page**, the numbers shoppers compare, like wet and dry grip, mileage and sporty driving.
- **Before paying**, a clear summary with no surprises in the total.
- **After buying**, where to go next: the nearest store with directions, ratings and opening hours.

## Test the Shorter Path

Shorter flows should still be proven. When Stanly Egypt's booking journey was rebuilt with fewer steps, A/B testing showed a 20% higher conversion rate. Premium is not only how it looks. It is how little it asks of you.

## Sources

- [Cart Abandonment Rate Statistics](https://baymard.com/lists/cart-abandonment-rate), Baymard Institute
- [Checkout Optimization: 5 Ways to Minimize Form Fields in Checkout](https://baymard.com/blog/checkout-flow-average-form-fields), Baymard Institute

## other articles

- [Designing a Luxury Concierge Website for Mykonos](https://aminuix.com/blog/designing-the-mykonos-concierge-website) (Oct 10, 2026, Design): How the Mykonos Hospitality Group website presents villas, yacht charters, private chefs and cars as one concierge: service cards, photos as the product, sliders guests control and one Book button.
- [Designing a Creative Agency Website That Wins Clients](https://aminuix.com/blog/designing-the-based-creative-agency-website) (Oct 10, 2026, Design): How the BASED creative studio website was designed to prove its taste in seconds: a headline that is the brand, the work first, a clear hierarchy and a journal that shows how the studio thinks.
- [Designing Trust: The NAL Lawyers Law Firm Website](https://aminuix.com/blog/designing-the-nal-lawyers-website) (Oct 10, 2026, Design): How the NAL Lawyers website was designed for people under pressure: plain Arabic instead of legal jargon, proof before promises, real people, and one clear next step.