Simplify the checkout process to reduce user friction and shopping cart abandonment
Increase 7% of the checkout success rate
Decreased checkout amendment rate by 1.8%
UI design, Research, User interview, Prototyping, Usability testing, Dev hand-off
Figma, Jira, Google Meet, Hotjar, Survey
6-8 months
After analysing the data, we discovered that users have a tendency to utilise the shopping cart as their wish list but rarely utilise the actual wishlist function. This finding highlights an opportunity to enhance the functionality and usability of the dedicated wish list feature to better cater to user preferences and improve the overall shopping experience.
50% of users dropped their checkout process while filling the payment information, which may be caused by system error or users have no chance to predict how much information they have to deal with.
Checkout Success Rate Decline: A 7% decrease in checkout task completion rate from the previous E-com site version (84% to 77%).
Unorganised Checkout Information Form: Users express frustration with the form, potentially leading to increased cart abandonment rates.
Data Insights and User Journey: On average, users visit the checkout page twice per session, indicating a high likelihood of revisiting previous pages to review or modify products. This behaviour could contribute to further losses, with a significant drop in user progression between the shipment information stage and payment details entry.
Based on competitor analysis, product manager, stakeholders and I identified 2 main features to focus on:
Information Transparent
The order preview step before finalising purchases
User Engagement
Onsite interaction to lead the users get into the next step while checkout
To effectively address user issues and gain further insights, we conducted 45-minute user testing interviews with 5 Taiwanese users. These interviews consisted of a 30-minute user testing session involving 3 distinct versions of the checkout flow using Google Meet and Figma prototypes, followed by a 15-minute user interview focused on their shopping experiences.
Participants in the user interview expressed curiosity about their eligibility for free delivery and sought an easy way to confirm it.
The design approach for free delivery was viewed as a supportive element that motivated users to complete their orders. Participants appreciated discovering helpful promotional information before filling out shipment details.
Clearly presented free shipping options within delivery methods facilitated informed decision-making. Also valued the inclusion of a checkmark icon beside each completed information preview section, as it provided visual confirmation of their inputs and fostered trust in the order placement process.
Users feel more secure when they can review the order overview before placing it. Users prefer receiving confirmation upon completing each section.
Although the pop-up model may initially interrupt users, it ultimately encourages them to follow the steps and promotes positive user interaction.
To address these issues, my design solutions have decided to:
The project highlighted the importance of an optimised checkout experience, revealing challenges with order review, user engagement, and the need for transparent information. By addressing the challenges above, we are getting closer to meet user satisfaction, reduce cart abandonment, and improve conversion rates.
© 2025 Olly Liu
