We ran a survey with 20 participants and conducted interviews with 8 customers. The goal was to uncover the challenges faced by customers, understand their needs, and explore ways to proffer a human-centered solution.

• The checkout process had too many steps.
• Users could not make changes on their “Order review” page.
• Customers were forced to create an account, and the information required was unnecessary.
• Validation errors & data persistence dithered progress.

• Redesign a seamless checkout process.
• Remove unnecessary data requirements from the process.
• Improve the “Order Review” page for a better user experience.

I also analyzed other competitor websites in the e-commerce space, including Amazon, Groupon, eBay, Konga, Jumia, and AliExpress. Gaining some inspiration and identifying common framework and design patterns.

After synthesizing all the data from the user research, I created this persona to gain a deep understanding of the target audience.

I also created this flow highlighting the current steps involved in the checkout process.

I explored multiple ideas for reducing the information required during checkout, focusing on what’s most important to fulfill an order.

I then created the low-fidelity wireframes to show the rest of the team.

After discussing with the team and gaining consensus on the wireframes, I prototyped the high-fidelity UI screens, ready to be tested with real users.

The feedback we got from the user was; although they loved the simplification of the individual pages, the steps still felt long.

I had to go back to the drawing board and explore how we could reduce the steps involved to provide a seamless checkout experience.

After exploration, I discovered that we could actually skip the shipping & payment detail pages for return users since they already saved this information. Hence direct them to the order review page for confirmation.

I collaborated with the dev team to create this wireframe. We discussed technical feasibility, business expectations, and other considerations while also considering the project’s time constraints.

I reduced the checkout process from 6 to 4 pages with the revised user flow, updated the prototypes, and prepared for another round of usability testing.

After conducting the tests, 9 out of the 10 participants loved the simplified process, highlighting how this will help them check out faster. 

I gathered the feedback from the session and created the final screens with clear objectives and right design decisions, putting the finishing touches and updating all the necessary little details.

I worked closely with developers to reach the end goal. My background in web development helped in establishing a good rapport with the team. The hand-off was a success because they were carried along in the process. Hence no surprises.

I realized the importance of getting the development team involved from the start. We were able to work out what the team will build and in what order, this reduced frictions that often plague teams.

• Determine and refine all possible user flows and set up the corresponding pages and actions.
• Optimize the checkout flow for both iOS and Android mobile apps.