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[Case 03]

Perfecting the checkout for a community e-commerce app

e-commerce

Perfecting the checkout for a community e-commerce app

Boosting Conversion Rates for Muni Tienda

[Project Overview]

Muni Tienda was the first community group buying platform in Latin America, the system aims to provide convenience and savings to the region's middle class households. This project was focused on improving the e-commerce webpage as well as providing an excellent checkout experience.

[Problem Statement]

The platform struggled with a 68% checkout abandonment. Users encountered unclear error messages, redundant fields, and poor optimization, leading to frustration and drop-offs.

[Industry]

e-commerce

[My Role]

UX/UI Designer

[Platforms]

iOS and Android

[Timeline]

August 2021 - Nov 2022

[Persona]

João Roberto

School Teacher

I want to save some money on grocery shopping and also save some time.

Age: 45

Location: São Paulo

Tech Proficiency: Low

Gender: Male

[Goal]

Have a quick and simple checkout

Have visibility on the status of my order

Have quality products as if I were buying my self from a farms market

[Frustrations]

The checkout experience is too long and too confusing

It is not clear what the status of my purchase is

It is not clear what promotions and discount I applied

[Process]

[01] User Research

Conducted user shadowing with 5 end users to understand their frustrations and preferences.

Analyzed user behavior data to pinpoint where users dropped off in the process. Using anatlitics tools as Amplitude and Clarity

Benchmarked against competitors to identify best practices for checkout flows.

[01] User Research

Conducted user shadowing with 5 end users to understand their frustrations and preferences.

Analyzed user behavior data to pinpoint where users dropped off in the process. Using anatlitics tools as Amplitude and Clarity

Benchmarked against competitors to identify best practices for checkout flows.

[01] User Research

Conducted user shadowing with 5 end users to understand their frustrations and preferences.

Analyzed user behavior data to pinpoint where users dropped off in the process. Using anatlitics tools as Amplitude and Clarity

Benchmarked against competitors to identify best practices for checkout flows.

[02] Insights

Users were frustrated by unclear cupom status and parameters

The required steps where too long and requires too many manual inputs

Their prefered payment method was not available resulting in people droping from the flow early

[02] Insights

Users were frustrated by unclear cupom status and parameters

The required steps where too long and requires too many manual inputs

Their prefered payment method was not available resulting in people droping from the flow early

[02] Insights

Users were frustrated by unclear cupom status and parameters

The required steps where too long and requires too many manual inputs

Their prefered payment method was not available resulting in people droping from the flow early

[03] Design Solution

Broke down the checkout proccess in smaller steps to ease the burden on the user

Simplified the flow by auto populating some inputs with known information

Created a FAQ and coupon details view that explained hot the coupon worked as well as showing how it impacted the value on the purchase

[03] Design Solution

Broke down the checkout proccess in smaller steps to ease the burden on the user

Simplified the flow by auto populating some inputs with known information

Created a FAQ and coupon details view that explained hot the coupon worked as well as showing how it impacted the value on the purchase

[03] Design Solution

Broke down the checkout proccess in smaller steps to ease the burden on the user

Simplified the flow by auto populating some inputs with known information

Created a FAQ and coupon details view that explained hot the coupon worked as well as showing how it impacted the value on the purchase

[Outcome]

32% increase in succesful checkouts.
90% increase in coupon usage
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 when talking about making payments profesisonals

Simplification is key

Users value a quick and easy process, especially when talking about making payments profesisonals

Simplification is key

Users value a quick and easy process, especially when talking about making payments profesisonals

Adapt to survive

It is hard to do full proper usability testing in an environment with low UX maturity, but with the right mindset and some creattive minds we were able to fit these on the short sprint cycles we had.

Adapt to survive

It is hard to do full proper usability testing in an environment with low UX maturity, but with the right mindset and some creattive minds we were able to fit these on the short sprint cycles we had.

Adapt to survive

It is hard to do full proper usability testing in an environment with low UX maturity, but with the right mindset and some creattive minds we were able to fit these on the short sprint cycles we had.

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