OVERVIEW

CHALLENGE

Redesign the guest check-out flow to make it as easy and quick as possible to increase success numbers.

ROLE

During my work on this project, I was conducting competitive research, developing wireframes and mockups, creating prototypes.

Results

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*To SEE ALL DESIGNED SCREENS use CLICKABLE PROTOTYPE on the bottom of this page

SOLUTIONS

  • Place payment options before a shipping address and contact information to reduce the number of clicks for users to wants to pay via Apple Pay, PayPal, Google Pay, and Chrome Pay.

  • Use a bottom drawer to give users the opportunity to review item description during check-out flow.

  • Create modern experience, increase visual consistency and reduce cognitive load.

THE DESIGN PROCESS

Before I started working on the redesign of guest check-out flow, I analyzed a lot of data I got from a project manager and eBay research team. I was surprised to see how many early drop-offs (45%) happens even before entering shipping address. This happened mostly due to the need to check item information.

It sparked my curiosity, I was eager to find an elegant solution for solving this problem.

 

MARKET RESEARCH

 
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I kicked off the Market Research phase by looking at the websites (mWeb, app) of fifteen e-commerce companies. I was inspired by some of our competitors to try a bottom drawer for the check-out flow. I kept my explorations and uncovered some common pros and cons of bottom drawers, which helped to guide my design decisions along the way:

 

Cons:

  • Lack of space, need to fight for every pixel

  • It may be challenging to use if it's necessary to type a lot of information (autofill helps)

Pros:

  • Modern look

  • Speeds up processes

  • Very good for simple tasks

Wireframes

After researching and analyzing all the data, I generated wireframes to express some initial ideas.

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Mockups

After discussing all the ideas with the project manager, I transformed wireframes to mid-fi mockups. I made a lot of iterations for changing and improving every single screen. It was a long and very exciting process. Below you can see screens which illustrate the evolution of one of the drawers for guest check-out flow.

 

Example: THE BOTTOM DRAWER EVOLUTION

 

Moving forward with the process, I summarized all my thoughts and feedback I got from the team. Since this project was at the intersection of three different departments: Identity, Payment, and Check-out, I had to satisfy all their requirements along with users needs.

Below are the screens showing a difference between old and new design:

 
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Clickable prototype

To demonstrate the proposed flow for guest check-out, I generated a clickable prototype.

FINAL THOUGHTS

Although this project was focused on improving check-out experience for guests, I believe that the same approach can be very beneficial for users (eBay members) who have an eBay account with prefilled shipping and payment information as well.