ROLES // RESEARCH, PRODUCT DESIGN, A/B TESTING

Creating an express/one page checkout process will add value to users and increase purchase rates for business goals.

Stays consistent with brand

Passes accessibility testing

Layout and flow understood from user testing

Hierarchy is clear across all platforms via responsive layout

Cut-down click thru rate from initial “Get Started” to purchase

Checking out our direct competition, the analysis was consistent and quick to determine: none of our leading competitors had proposed an express checkout.

I advised my team to be cautious as we proceeded. Removing our educational onboarding experience to a less-known industry could backfire. Education is key.

Understanding our current first-time user flow is essential to successfully creating, and further testing, our proposed updated express wall experience.

This case study utilizes pre-existing components previously created for our Design System, an overhaul effort successfully accomplished and executed by myself and my awesome counterpart, Dani Dell.

Because of this, I was able to skip lo-fi sketches* (a rare, but beautiful, evolution that comes from creating a DS) and dive right into component optimization, interface adjustments, page layout, and interactions across all platforms.

* Hand-sketches are always part of my foundational process

Just as important as it is to have a structurally-sound layout, creating a well thought out interface can give a guiding voice users will resonate with, gain trust, and continue through the purchase funnel.

Getting the right visuals and aesthetics can be demanding, but worth the patience and test results!

Keeping devs in the loop from kick-off to hand-off is my secret sauce to my great projects 

Coming from a dev background, I understand the importance of keeping your team (product, dev, QA) in the loop every step of the way. Tech feasibility can make or break a project if not clearly defined. Transparency leaves little room for error and also creates a chill work environment. Our dev team preferred having their specs directly on the mocks (I'm also versed in Zeplin).

Utilizing your main platform and understanding the needs of the user are a constant balancing act.

In this case, L&W’s main platform was Desktop. Being hired on as our mobile app designer, creating with mobile in mind always comes first. Understanding where the fold lays and how we can utilize mobile first-experiences that will easily translate are just a few of the intricacies I loved challenging myself with.

Overall, a 6.4% increase for purchasing design packages within one quarter.

A significant win from A/B Testing, we made this feature a permanent fixture on the site known as our Express Checkout option, alongside our onboarding.

Overall, this was a successful project for my team. I definitely had my reservations as I was weary that our user flow was significantly adjusted.

Going from 21 clicks to 5 clicks can definitely create a faster purchase funnel (business goals) but at what cost to the user?

Vocalizing these concerns, I did my due diligence of researching, competitor analysis, and push back when I thought necessary to create the most effective experience.

We thoroughly tested and continuously refined the page.

Utilizing components from my Design System, this layout was further optimized for our holiday Gift Card traffic (Happy Hanukkah, y’all) and later became our primary checkout flow.

You made it to the bottom! Horrah! Let's take a mindful moment to remind ourselves how wonderful life is_    namaste

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