[Case 02]
25% Growth in Checkout Completion
E-Commerce / B2B Steel Manufacturing
Accelerating 25% Growth in Acquisition for Payment Solutions
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.
[Problem Statement]
The platform struggled with a 40% cart abandonment rate during checkout. Users encountered unclear error messages, redundant fields, and poor mobile optimization, leading to frustration and drop-offs.
[Industry]
E-Commerce / B2B Steel Manufacturing
[My Role]
Senior Product Designer
[Platforms]
Desktop and Mobile Web
[Timeline]
3 weeks - April 2023
[Persona]
Rajesh Patel
Supply Chain Manager
I just want the checkout to be quick and painless—no surprises or unnecessary steps!
Age: 38
Location: Mumbai, India
Tech Proficiency: Moderate
Gender: Male
[Goal]
Quickly complete purchases without interruptions.
Trust the platform to handle her payment securely.
Access a seamless mobile shopping experience.
[Frustrations]
Long or confusing checkout processes.
Error messages that don’t explain the issue.
Poor mobile optimization that slows her down.
[Process]
[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.
Benchmarked against competitors to identify best practices for checkout flows.
[02] Insights
Users were frustrated by unclear error messages and redundant form fields.
Mobile users struggled with small buttons and unresponsive layouts.
Trust the platform with her payment and personal information.
[03 Design Solution]
Simplified the checkout process into three steps: Cart Summary, Payment.
Added features like autofill suggestions and real-time error.
Added features like autofill suggestions and real-time error.
[04] Testing & Iteration
Conducted A/B testing with 500 users, comparing the original and redesigned flows.
Gathered feedback through usability testing and refined the design based on user input.
Designed a mobile-first layout with larger touch-friendly buttons and simplified navigation.
[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.
[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.