Checkout Redesign
Company: Big Bus Tours
My Role: UX / UI Designer
My Team: E-commerce Manager / Development Team
Devices: Desktop / Tablet / Mobile
Skills: UI Design / UX Design / User testing / AB testing / Prototyping
The Problem
-
The introduction of a newer, more robust payment platform brought with it the need for me to redesign the checkout experience and implement new payment features.
-
Through HotJar, we surfaced multiple hurdles and friction points in the checkout journey that needed attention.
-
There was a business requirement to introduce user account functionality coinciding with the introduction of digital ticketing.
The Solution
-
Redesign the layout to focus on primary tasks and reduce friction at each step of the checkout.
-
Eliminate unnecessary work and instil trust in order to keep users in the checkout conversion funnel.
-
Develop form field UI and interactions in order to reduce user errors, reducing cart abandonment rates.
-
Design a new user account UI and user experience.
UI Design and Prototypes
I designed the UI in Photoshop created medium-fidelity prototypes for desktop, mobile and tablet using inVision.
The prototypes were used to show senior stakeholders and conduct usability testing. I was able to create a more refined iteration from there. The prototypes were then handed over to our dev team along with all required assets, enabling them to start building the product.
Screens of the account dashboard UI design. The dashboard allows for account creation and admin. Users can access tickets, view orders, and update account information.
The takeaway and results
We achieved the goal of creating a functional and cleaner checkout with an optimised user experience.
We ran some user-testing on the final design and the results were very positive: the UX was streamlined, just as we wanted. The users didn't have any problems going through the checkout process, thus validating our hypothesis for the final design.
Screens of the account dashboard UI design. The dashboard allows for account creation and admin. Users can access tickets, view orders, and update account information.