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Current experience has a 46% drop-off rate from the first step of checkout to order confirmation page.
Challenge
User testing revealed that the users get overwhelmed by the length of the checkout pages and the number of error messaging they are receiving.
Solution
Broke up checkout sections into multiple smaller steps to make the experience feel shorter and faster. Ultimately reducing the cognitive load on the user.
This was accomplished by:
– Presenting the form fields in small, contextual groups for a more digestible flow.
– Kept the user on task by giving them a sense of achievement with smaller steps.
– Reduced the number of form-fields to only the necessary ones.
– Created a flexible design system to accommodate the global needs including translations, payment vendors and different address formats.
Guest Checkout Flow
Prototype Demo
Type Styles + Color Swatches
