What's been done in the project?
✦ Conducted over 20 user interviews to generate and validate hypotheses.
✦ Revised the main page's text and visual presentation for clarity and impact.
✦ Increased purchase conversion rate by 20%.
✦ Developed a new checkout flow to improve the user experience.
✦ We conducted A/B tests to identify the optimal solution.
Starting Strong: Conversions and Clarity as Key Project Goals
At the outset of the project, I was tasked with two main goals: to boost purchase conversion rates and enhance user understanding of the product. I began with a competitive analysis in related industries to identify and understand user behavior patterns.
Starting Strong: Conversions and Clarity as Key Project Goals
At the outset of the project, I was tasked with two main goals: to boost purchase conversion rates and enhance user understanding of the product. I began with a competitive analysis in related industries to identify and understand user behavior patterns.
Starting with User Insights
Our main goal during interviews was to identify areas where users encountered difficulties and to uncover any gaps in their understanding of the product.
Rather than making quick fixes, we thoughtfully considered each change to ensure the product truly improved for our users. We continued testing new ideas and approaches to get everything just right.
To enhance understanding, we refined the textual content, reorganized the information flow, and added a clear instruction guide.
Step-by-Step Checkout
Once confident in the effectiveness of our solution, we moved on to designing the checkout flow. The optimal approach proved to be a step-by-step quiz format, guiding users progressively through payment options tailored to their choices.
Iterative Testing for an Optimal User Experience
We started with user interviews, made targeted site adjustments, and conducted usability testing on Maze, guiding users through a simplified flow. Follow-up questions provided further insights, driving refinements that we iteratively tested to achieve an optimal user experience.
Refining Solutions Through Sequential A/B Testing
We also conducted a series of A/B tests, each one carefully isolating variables to identify the most effective solutions. Through this iterative approach, we were able to pinpoint and implement one of the top-performing designs, ensuring a data-driven path to optimizing the user experience.
Elevated User Understanding with a 20% Conversion Lift
This project focused on creating a seamless, user-centered payment flow and redesigning the site for clarity. Through user interviews, iterative design, and usability testing on platforms like Maze, we refined the checkout experience with a step-by-step quiz format. The result was a 20% increase in conversion, improved product understanding—with 8 out of 10 users demonstrating clear comprehension—and a smooth, intuitive transaction process.
