Webpage Redesign: Purchase Path

 
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About Client

Fitness franchise company with over 8,300 franchisees worldwide in 32 countries.

 

Project

Improve the user flow of the purchasing process for new customers.

Role

UX/UI Designer

Project Goals

• Reduce shopping cart abandonment

• Design a path for the customer

• Modernize look and feel of pages

 
 

My Design Process

Understand the existing experience

Created a screen flow of the current UI to examine and audit the experience.

 
 
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Research

Doing competitive analysis of other sites and evaluating the user journey.

 
 

Meeting with internal stakeholders

Getting feedback from sales and marketing leads on business goals and identified problems.

What are the Problems to solve?

Checkout Page

  • Current layout appears complicated

  • Page is not responsive to smaller screen sizes

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Design

Exploring different layouts & Flows

The current design has the customer going through two pages to make a purchase. In these mockups are explorations in a 1-page flow, a 1-page guided flow, and a guided 2-page with confirmation message.

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Hi-Fidelity Mockups

 
 
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Outcome

Throughout the project, a lot of ideas were considered for exploration, but due to strict time restraints, a design direction had to be quickly narrowed down. Thanks to a fast feedback loops and plenty of iterations the design met the project goals and business objectives.