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[Case 03]

30% Faster Booking Times

Healthcare

Healthcare Appointments: 30% Faster Booking Times

Boosting Conversion Rates for E-commerce Checkout

[Project Overview]

Faced with a 40% cart abandonment rate, I redesigned the checkout flow to address user pain points. By simplifying the process, optimizing for mobile.

[Problem Statement]

The platform struggled with a 40% cart abandonment rate during checkout. Users encountered unclear error messages, redundant fields, and poor mobile optimization, leading to frustration and drop-offs.

[Industry]

Healthcare

[My Role]

Lead Designer

[Platforms]

Desktop and Android

[Timeline]

January 2024- March 2024

View Live Project

View Live Project

[Persona]

Jhon Roberts

Marketing Manager

I just want the checkout to be quick and painless—no surprises or unnecessary steps!

Age: 29

Location: New York City

Tech Proficiency: Moderate

Gender: Male

[Goal]

Quickly complete purchases without interruptions.

Trust the platform to handle her payment securely.

Access a seamless mobile shopping experience.

[Frustrations]

Long or confusing checkout processes.

Error messages that don’t explain the issue.

Poor mobile optimization that slows her down.

[Process]

Objective

Conducted user interviews with 15 participants to understand their frustrations and preferences.

Analyzed user behavior data to pinpoint where users dropped off in the process.

Benchmarked against competitors to identify best practices for checkout flows.

Objective

Conducted user interviews with 15 participants to understand their frustrations and preferences.

Analyzed user behavior data to pinpoint where users dropped off in the process.

Benchmarked against competitors to identify best practices for checkout flows.

Objective

Conducted user interviews with 15 participants to understand their frustrations and preferences.

Analyzed user behavior data to pinpoint where users dropped off in the process.

Benchmarked against competitors to identify best practices for checkout flows.

Objective

Users were frustrated by unclear error messages and redundant form fields.

Mobile users struggled with small buttons and unresponsive layouts.

Trust the platform with her payment and personal information.

Objective

Users were frustrated by unclear error messages and redundant form fields.

Mobile users struggled with small buttons and unresponsive layouts.

Trust the platform with her payment and personal information.

Objective

Users were frustrated by unclear error messages and redundant form fields.

Mobile users struggled with small buttons and unresponsive layouts.

Trust the platform with her payment and personal information.

Objective

Simplified the checkout process into three steps: Cart Summary, Payment.

Added features like autofill suggestions and real-time error.

Added features like autofill suggestions and real-time error.

Objective

Simplified the checkout process into three steps: Cart Summary, Payment.

Added features like autofill suggestions and real-time error.

Added features like autofill suggestions and real-time error.

Objective

Simplified the checkout process into three steps: Cart Summary, Payment.

Added features like autofill suggestions and real-time error.

Added features like autofill suggestions and real-time error.

Objective

Conducted A/B testing with 500 users, comparing the original and redesigned flows.

Gathered feedback through usability testing and refined the design based on user input.

Designed a mobile-first layout with larger touch-friendly buttons and simplified navigation.

Objective

Conducted A/B testing with 500 users, comparing the original and redesigned flows.

Gathered feedback through usability testing and refined the design based on user input.

Designed a mobile-first layout with larger touch-friendly buttons and simplified navigation.

Objective

Conducted A/B testing with 500 users, comparing the original and redesigned flows.

Gathered feedback through usability testing and refined the design based on user input.

Designed a mobile-first layout with larger touch-friendly buttons and simplified navigation.

[Outcome]

25% increase in checkout completion rates.
30% reduction in cart abandonment on mobile devices.
40% improvement in perceived ease of use, as measured by post-launch surveys.

[Key Learnings]

Simplification is key
Users value a quick and easy process, especially on mobile.

I apply human-centered design principles to create intuitive, accessible, and emotionally resonant experiences that make a difference in people’s lives.

Simplification is key
Users value a quick and easy process, especially on mobile.

I apply human-centered design principles to create intuitive, accessible, and emotionally resonant experiences that make a difference in people’s lives.

Simplification is key
Users value a quick and easy process, especially on mobile.

I apply human-centered design principles to create intuitive, accessible, and emotionally resonant experiences that make a difference in people’s lives.

Iterative testing pays off
Regular testing uncovered hidden issues and ensured the design met user needs.

I apply human-centered design principles to create intuitive, accessible, and emotionally resonant experiences that make a difference in people’s lives.

Iterative testing pays off
Regular testing uncovered hidden issues and ensured the design met user needs.

I apply human-centered design principles to create intuitive, accessible, and emotionally resonant experiences that make a difference in people’s lives.

Iterative testing pays off
Regular testing uncovered hidden issues and ensured the design met user needs.

I apply human-centered design principles to create intuitive, accessible, and emotionally resonant experiences that make a difference in people’s lives.

Details matter
Small improvements, like error validation and mobile optimization, had a significant impact.

I apply human-centered design principles to create intuitive, accessible, and emotionally resonant experiences that make a difference in people’s lives.

Details matter
Small improvements, like error validation and mobile optimization, had a significant impact.

I apply human-centered design principles to create intuitive, accessible, and emotionally resonant experiences that make a difference in people’s lives.

Details matter
Small improvements, like error validation and mobile optimization, had a significant impact.

I apply human-centered design principles to create intuitive, accessible, and emotionally resonant experiences that make a difference in people’s lives.

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