Project
Overview
Industry: E-commerce
Goal: Improve checkout experience & increase conversions
Services Provided: UI/UX Design, Prototyping, Design System
Timeline: 6 Weeks
Acme’s online marketplace was growing rapidly, but its outdated checkout process created friction for users. Customers found the experience cumbersome, with too many steps, unclear navigation, and a lack of visual hierarchy. As a result, cart abandonment rates soared, and conversions suffered. Our goal was to streamline the process, enhance usability, and create a seamless shopping journey for all users.
Challenge
Acme, a growing online marketplace, faced high cart abandonment rates (45%) due to a complex checkout process and outdated UI. The goal was to streamline the shopping experience, optimize for mobile users, and improve conversions.
Key Pain Points:
❌ Too many steps in checkout
❌ Confusing navigation
❌ Lack of visual hierarchy
Approach &
Process
Step 1: Research & Discovery:
- Conducted user interviews with 10 frequent shoppers.
- Analyzed competitors’ best practices (Amazon, Shopify).
- Identified 3 key friction points in checkout flow.
Step 2: Wireframing & UX Strategy:
- Created low-fidelity wireframes to test layout ideas.
- Mapped out an optimized 3-step checkout flow.
Step 3: UI Design & Prototyping:
- Developed a fresh, modern UI with clear CTAs.
- Implemented a one-click checkout option.
- Ensured ADA-compliant color contrast & typography.
Step 4: Testing & Refinements:
- Conducted A/B testing → Improved user task completion rate.
- Collected feedback from 20 beta testers before finalizing the design.
Solution
🔹 One-Page Checkout: Reduced checkout steps from 5 to 3.
🔹 Intuitive Navigation: Simplified menu & search functionality.
🔹 Mobile-First Design: Optimized layout for smaller screens.
🔹 Dark Mode & Accessibility Enhancements.
Impact &
Results
✅ Checkout completion rate increased by 35%
✅ Cart abandonment rate dropped from 45% to 22%
✅ Average order value increased by 15%