[Case 05]
30% Faster Booking Times
Healthcare Appointments: 30% Faster Booking Times
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.
[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]
Healthcare
[My Role]
Lead Designer
[Platforms]
Desktop and Android
[Timeline]
January 2024- March 2024
[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.
40% improvement in perceived ease of use, as measured by post-launch surveys.
30% reduction in cart abandonment on mobile devices.
[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.