Checkout Flow

Enhance the checkout process of Gigacomm in order to increase conversion rates by implementing UX design principles to improve the website experience.

GigaComm

September 2022

Working along with the team was a great learning into the insights of e-commerce.Optimising the conversion rates through data from the research working along an analyst. We unfortunately due to tight budget were unable to do any AB testing for this project.

Role

UX / UI Designer

Team

Elliot Owen,
Visual Design Lead

Mark O’Brien,
Head of Experience Desgin

Responsibilities

UX / UI Design
Design Strategy
Design Pitch
Stakeholder Management

Summary

Redesigning the experience to optimise the conversion rate for the website.

I joined the project to take over the research and develop a new checkout flow for Gigacomm. In addition to enhancing the checkout experience, I had the opportunity to improve the overall user experience of the website.

The existing checkout flow was overly complicated and included dark patterns, with much of the information unclear to users. This complexity resulted in a conversion rate of only about 3%.

Before

After

The Problem

The clients wanted to acquire a target of customers

  • 1400 Residential

  • 600 home

  • 300 business

This was falling short due to their very low Lead generation rate through their website.

Marketing Objective

  • Build awareness

  • Accelerate acquisition

  • Drive effectiveness and efficiency of marketing

Business Objective

My Goal

My goal was to take the research done previously, understand what problems exist with the checkout flow today. Generate a solution that would provide a better experience for the users that would enabling fast and constructive lead generation.

For the project, during the handover I was provided with some research previously done by my colleague about the existing user flow. Original research contained stakeholder interviews, usability tests, google analytics and UX studies.

Understanding the existing user flows and the information is funnelled down at each step for the user. Working along with the data analytics teams helped me understand where the exactly were the users falling out of the funnel.

For this project, we were working along with the client tech team and with no access to the users.

Limitations & Research process

narrowing down the several possibilities of improvement, I was able to narrow down the scope of work to design the checkout flows and the flagship screens for each user group.

Narrowing down the information I had available

  • There was lack of specific information provided to the right user at the right time.

  • There was confusion in the flow

  • The checkout flow had a poor usability causing lack of conversion

To build a better experience for the users, it was important to provide all the information ie; the different type of plans, what are the features & availability of service in the location to the users and then provide a checkout-flow.

In not many words : Content hierarchy, Information architecture & UI

User Flows & Wireframes

Design

The experience provided should be seamless and an easy fix to improve the usability of the website.

Filtering out the users group was the primary important step solved in the information architecture.

There was no reward being offered to users to whose location Gigacomm had not arrived. This resulted in a huge number of people falling out of the funnel.

This was a great opportunity to convert those users to leads by capturing their personal information and asking them to join the waitlist and become a part of the community.

Wireframing

I designed the check out flows primary using the design methodology of progressive disclosure.

  • Part of exploring the website, the user would select a plan most suitable for them.

  • Step - Finding if gigacomm is in your location, with the selected plan always highlighted with flexibility to last minute change o f mind.

  • Step - If its available, you put in your details and a gigacomm personal reaches out to you.

    • If its unavailable you get a timeline of when it will be available and you can join the waitlist. A simple system of reward for no cost.