Project
Checkout Flow
In Chile, the quality of potable tap water often leads individuals and businesses to rely on private water suppliers for drinking water at home and work. This requires a delivery service to their addresses. For Manantial, a key aspect of their service is facilitating a smooth online purchase experience for new and recurring customers.
Role
Product Designer
Category
Ecommerce B2B-B2C
Company
Acidlabs for Manantial.cl
Duration
3 weeks
Team
1 PD + 1 SM + 2 ENG + 1 PO
Year
2019
Challenge
The online purchase flow and its interface suffered from significant usability issues, including numerous breakdowns, blocks, and frustrations in the user experience. This poor experience led to a high cart abandonment rate (estimated at 45%) and a surge in customer support inquiries related to the purchase process (approximately 35 additional calls per month). Consequently, online sales plummeted by 30% over three months, with projections indicating a continued exponential decline, directly impacting Manantial's revenue and customer acquisition efforts.
Solution
I redesigned the online purchase flow to be shorter and more intuitive, aiming to stop the sales decline and recover the lost 30%. After analyzing the existing problematic flow against Baymard Institute's e-commerce best practices, I created three design variants focusing on reducing the number of steps, clarifying the information architecture, and improving form design. These variants were A/B tested with a segment of users, and the design with the most significant reduction in drop-off and improved conversion rate was selected for implementation.
Let's talk.
We could work together.
or send me an email ->
cri@cri.works
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