Focussing on the mobile site, we were tasked with increasing low conversion and reducing exit rates at the checkout, both of which were high and costing the business a lot of money in potential sales.
With no option for a guest checkout, we concluded early on that this was a huge blocker for potential customers. We sought to add in this option to the existing execution as a minimum viable product, whilst working on a larger checkout redesign alongside it.
What We Did
- Competitor analysis
- Data analysis
- MVP prototyping
- Guerilla testing
- Usability lab testing & iteration
- Visual design
My Role: Lead Visual Designer
A/B testing of the MVP guest checkout (within the existing mobile website) showed very positive results, with an increase in conversion and a reduction in exit rates.
The redesign also tested very positively in the lab sessions, with only minor iterations needed.
Unfortunately, due to budget constraints with a company takeover, the project was put on hold.