Enhancing the product checkout experience
Conversive is a global messaging platform for popular CRM platforms, supporting small, mid-market, and enterprise clients across 190 countries. The company was in the process of rebranding themselves to better position themselves in the market. Our goal was to enhance the product checkout experience to reduce cart abandonment rates and increase conversions.
Conversive
Product design lead + Mentor
6 weeks
Figma
Interviews
Product analysis
User flow
Prototypes
Challenge
The pricing and checkout interface was cluttered, making it confusing for users to navigate and find essential features and packages. Users were finding it difficult to understand the package pricing options, which was affecting new user adoption rates. The app lacked basic UI features and customization options, making it less engaging and user-friendly.
Results
The revamp helped improve usability of the checkout process by about 80%.
It reduced the confusion amongst customers to choose their product plan.
++
Improved usability
++
Improved customer satisfaction
Process
Research & Analysis: We conducted user interviews to gather pain points, opportunities, and any roadmap decisions to improve the overall checkout process. We also studied competitor apps and industry trends to gather insights
Information Architecture: We analyzed the existing product flow to evaluate the issues. Based on the research findings and the interviews, we restructured the user flow, prioritizing features and information according to user needs.
Wireframing & Prototyping: We iterated and refined multiple designs of an intuitive checkout flow. We created high-fidelity wireframe prototypes to visualize the new user flow, layout, and the interactions.
Visual Design & Style Guide: We developed a cohesive visual language, including color schemes, typography, and iconography, ensuring consistency throughout the app. We also created a style guide to maintain design consistency in future updates.
Dev handoff: Once the design system was set in place, we created interaction notes for the development team to build.
Wireframing and prototyping
Designed high-fidelity interactive wireframes to visualize the new layout and navigation, iteratively refining them based on feedback.
Learnings
Even though the project did not launch due to the shift in the client's priorities, the project helped me hone my leadership skills.
Learnings:
Cultivated an ability to adapt mentoring strategies to fit the learning style and pace of the junior designer.
Learned how to give constructive feedback (Using the AID framework) to motivate and encourage growth.
Being empathetic towards their challenges and being supportive by providing guidance and being a helping hand.