Back

Back

[Case 04]

25% Growth in Checkout Completion

E-Commerce

Accelerating 25% Growth in Checkout Completion

Boosting Conversion Rates for E-commerce Checkout

[Project Overview]

Faced with a 40% cart abandonment rate, I redesigned the checkout flow to address user pain points. By simplifying the process, optimizing for mobile, and adding features like autofill and error validation.

[Problem Statement]

The platform struggled with a 40% cart abandonment rate during checkout. Users encountered unclear error messages, redundant fields, and poor mobile optimization.

[Industry]

E-Commerce

[My Role]

Design & Production Intern

[Platforms]

Desktop

[Timeline]

January 2024- March 2024

[Process]

Slide 1
BACK
NEXT
[01] User Research

Conducted user interviews with 15 participants to understand their frustrations and preferences.

[01] User Research

Conducted user interviews with 15 participants to understand their frustrations and preferences.

[01] User Research

Conducted user interviews with 15 participants to understand their frustrations and preferences.

Analyzed user behavior data to pinpoint where users dropped off in the process.

Analyzed user behavior data to pinpoint where users dropped off in the process.

[01] User Research

Conducted user interviews with 15 participants to understand their frustrations and preferences.

[01] User Research

Conducted user interviews with 15 participants to understand their frustrations and preferences.

[01] User Research

Conducted user interviews with 15 participants to understand their frustrations and preferences.

Mobile users struggled with small buttons and unresponsive layouts.

Mobile users struggled with small buttons and unresponsive layouts.

[02] Insights

Users were frustrated by unclear error messages and redundant form fields.

[02] Insights

Users were frustrated by unclear error messages and redundant form fields.

[02] Insights

Users were frustrated by unclear error messages and redundant form fields.

Added features like autofill suggestions and real-time error.

Added features like autofill suggestions and real-time error.

[03 Design Solution]

Simplified the checkout process into three steps: Cart Summary, Payment.

[03 Design Solution]

Simplified the checkout process into three steps: Cart Summary, Payment.

[03 Design Solution]

Simplified the checkout process into three steps: Cart Summary, Payment.

Gathered feedback through usability testing and refined the design based on user input.

Gathered feedback through usability testing and refined the design based on user input.

[04] Testing & Iteration

Conducted A/B testing with 500 users, comparing the original and redesigned flows.

[04] Testing & Iteration

Conducted A/B testing with 500 users, comparing the original and redesigned flows.

[04] Testing & Iteration

Conducted A/B testing with 500 users, comparing the original and redesigned flows.

[Key Learnings]

Simplification is key
Users value a quick and easy process, especially on mobile.
Iterative testing pays off
Regular testing uncovered hidden issues and ensured the design met user needs.
Details matter
Small improvements, like error validation and mobile optimization, had a significant impact.
Small improvements, like error validation and mobile optimization, had a significant impact.
Small improvements, like error validation and mobile optimization, had a significant impact.

[Outcome]

25% increase in checkout completion rates.
30% reduction in cart abandonment on mobile devices.
40% improvement in perceived ease of use, as measured by post-launch surveys.
Select this text to see the highlight effect