TR Checkout Redesign
August 2022 - November 2023
My role
- Tasked with redesigning the full checkout journey
- Worked with a small product team
BUSINESS Goals
- Increase checkout CVR
- Improved form field validation
- Improved payment options
- Mobile first UI
Left: Old design / Middle: CVR Funnel analysis / Right: Project planning
Known Problems
- Dated UI
- Low CVR metrics across the board
- Guest > Payment CVR very low!
Research pHASE
- User-testing existing behaviour
- Journey mapping: decision point opportunities
- Team workshop: How might we approach
- Industry Benchmarking: familiar experiences
Top left: User testing / Top right: Journey mapping / Bottom left: Workshop / Bottom right: Benchmarking
Design Process
Initial Wireframes
- Combing research, UX, business goals & experience
Team workshop
- Voting on best concepts and AB tests to run in unison
Concept highlights
- Checkout navigation
- Contact details location
- Extras location
- Improved cost summary
- Payment methods
- Billing location
- T&C's UI
Left: guest details / middle: payment / right: desktop
Final design
- Agreed deliverables combined with a fresh rebrand
- AB testing adjustments
Left: Guest details / Right: Payment
Delivery
- Weekly touchpoints with devs
- QA doc focusing on MVP items for each step of funnel
Results
- 15% increase in checkout CVR yoy vs old design
- Fresh rebrand facelift
- Reduced CS touchpoints (covid queries etc)
Thank you for your time.