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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

[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

[Frustrations]

Long or confusing checkout processes.

Error messages that don’t explain the issue.

Poor mobile optimization that slows her down.

[Goal]

Quickly complete purchases without interruptions.

Trust the platform to handle her payment securely.

Access a seamless mobile shopping experience.

[Process]

[01] User Research

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.

[01] User Research

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.

[01] User Research

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.

[02] Insights

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.

[02] Insights

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.

[02] Insights

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.

[03 Design Solution]

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.

[03 Design Solution]

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.

[03 Design Solution]

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.

[04] Testing & Iteration

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.

[04] Testing & Iteration

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.

[04] Testing & Iteration

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]

Real-Time Status Tracking

Users receive updates on repair progress and estimated completion time.

Real-Time Status Tracking

Users receive updates on repair progress and estimated completion time.

Real-Time Status Tracking

Users receive updates on repair progress and estimated completion time.

Integration with Repair Shops

Direct communication between insurers and repair providers for accurate estimates and faster scheduling.

Integration with Repair Shops

Direct communication between insurers and repair providers for accurate estimates and faster scheduling.

Integration with Repair Shops

Direct communication between insurers and repair providers for accurate estimates and faster scheduling.

Repair Scheduling & Coordination

Users can book repair appointments and get estimated completion timelines.

Repair Scheduling & Coordination

Users can book repair appointments and get estimated completion timelines.

Repair Scheduling & Coordination

Users can book repair appointments and get estimated completion timelines.

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