UX and Product Designer
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NutriLiving Checkout Optimization

NutriLiving is a storefront for Magic Bullet, NutriBullet, Veggie Bullet and Baby Bullet blenders and accessories. This site drives Health & Wellness content, drawing millions of visitors.

See the redesign live on nutriliving.com

Project Summary

Project Summary

Problem: The checkout flow has a lot of friction and barriers, resulting in high dropoff rates (Google Analytics).

Solution: Audit, redesign, and optimize the checkout flow.  

Platform: Desktop, mobile responsive

Role: Product Manager, Information Architect, UX Designer, Usability Tester

Tools: Sketch, Invision, Paper, Pen, Whiteboard

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Discover

Discover

Customer Journey Map

Define

Define

I first tackled the purchasing experience, reducing any barriers to the cart page.

 

User Flow

 Through iterative design and comparative analysis, I merged steps 2 & 3 from the original flow. This removes one barrier from the checkout process.  

Through iterative design and comparative analysis, I merged steps 2 & 3 from the original flow. This removes one barrier from the checkout process.  

Develop

Develop

Digital Wireframes

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 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.

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.

Cart

Cart

 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.

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.

Checkout

Checkout

 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 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.

Mobile Responsive

Mobile Responsive

 I enhanced multiple form fields to expedite form completion and conversion.

I enhanced multiple form fields to expedite form completion and conversion.