Single Page Checkout Redesign

The challenge presented to my team seemed easy enough, we were losing customers down the funnel in our current checkout experience. “Figure out something better” was our directive. I administered and architected the project. Being shorthanded, I dove into the data to try and figure out where the leaks were in our current experience. Depending on fulfillment and services selected, checkout could be anywhere between 3 and 8 pages long. On average, every page was costing us between 5-10% of our customers. Our limitations were we had to work within the existing infrastructure, which was also being overhauled. So whatever we did, had to be scalable for the big things to come. It became clear to us that this was not going to be a straightforward redesign.

Original Multi-Page Checkout

A conceptual wireframe for single page checkout after several rounds of discovery and user testing. This would go on to become the foundation of the final design

Because we had to do multiple page refreshes to calculate updated costs, and our current technology didn’t allow us to do this except by a manual button, we chose an accordion design. We took the existing flow and flipped it 90 degrees. Users would be going through the same actions and calling on the same services as before, but they would now be able to see a summary of their choices as well as the perception that they hadn’t navigated anywhere. This solves two major pain points. After launch, we noticed an immediate uplift in conversion, especially around guest.