OVERVIEW
Our commerce platform faced a critical leak: a staggering 40% drop-off at the checkout stage. Most alarmingly, this abandonment came from high-intent users who had already met the Minimum Order Value (MOV). The legacy checkout design, inherited from our initial launch, was proving too complex for our specific user base, failing to communicate value and ultimately killing conversion.
CHALLENGES
High Abandonment: We were losing 40% of users who had already qualified for shipping/offers (hit MOV), indicating a severe usability friction rather than a lack of intent.
Invisible Value: Users earned complex rewards (MOV-based offers vs. SKU-based offers), but the UI failed to clearly distinguish or highlight these benefits, leaving users feeling unrewarded.
Dead-End Flow: The checkout was a functional dead-end with zero opportunity to upsell, leaving potential Average Order Value (AOV) gains on the table.
Cognitive Overload: Qualitative feedback and screen recordings revealed the interface was simply "too complicated," forcing users to think too hard at the moment of payment.
GOALS
Simplify to Convert: Strip away non-essential cognitive load to streamline the path from cart to confirmation.
Visualise Value: Redesign the offer logic to clearly display and differentiate between MOV-based and SKU-based rewards.
Strategic Upsell: Introduce a friction-free upsell layer to boost AOV without distracting from the primary goal of purchase completion.
MY ROLE
Lead Product Designer I led the redesign initiative, starting with deep-dive user research (interviews & screen recording analysis) to validate our assumptions. I restructured the information architecture to prioritize offer visibility and designed the simplified high-fidelity interface, working with developers to handle the complex logic of multi-tier offers.
DURATION
6 Weeks (Research to Launch)
TAKEAWAYS & LEARNINGS
