Problem: The checkout flow has a lot of friction and barriers, resulting in high shopping cart drop-off rates (Google Analytics).
Solution: Audit and redesign the information architecture, flow, and visual design to optimize the checkout process.
Platform: Desktop and mobile responsive
Role: Product Manager, Information Architect, UX Designer, Usability Tester
Tools: Sketch, Invision, Paper, Pen, Whiteboard
Customer Journey Map
I first tackled the purchasing experience, reducing any barriers to the cart page.
Through iterative design and comparative analysis, I merged steps 2 & 3 from the original flow. This removes one barrier from the checkout process.
All members are incentivized to sign in/register for an account to receive a 10% discount. This was a modal, but became less intrusive as a static element on the cart and checkout page.
Users must enter their zip code before proceeding to cart. I learned that users often didn't scroll down enough to see this field. I looked at layout to bring more visibility to this field.
I redesigned the form to help users complete the form faster, especially on mobile. Users have access to dynamic zip code search and credit card formatting for easy cross-referencing.
I enhanced multiple form fields to expedite form completion and conversion.