[Case 04]
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
[Project Type]
Growth
[Status]
Shipped
[Persona]
João Roberto
School Teacher
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.
[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
[Outcome]
32% increase in succesful checkouts.
90% increase in coupon usage
[Key Learnings]
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.
