Checkout redesign

📊 Experiment Results

• Revenue per user: +8%

• Conversion rate: +1.5%
  
  

🔍 Experiment Overview

In this project, I led the redesign of the checkout process with the goal of making it more scalable, streamlined, and efficient. The initiative emerged after identifying opportunities to improve the existing flow, which felt overloaded and potentially confusing for users at a critical stage of the purchase journey.

To tackle this challenge, we conducted in-depth research that combined user behavior analysis with a review of industry best practices. Our findings revealed that information overload and distracting background colors were causing friction and slowing down decision-making during the checkout process.

🎯 Redesign Strategy

We adopted a minimalist design approach focused on removing unnecessary elements and highlighting only what was essential.
Key changes included:

• Removing distracting background colors

• Eliminating detailed feature descriptions from the checkout stage

• Focusing the interface on a clear purchase summary and simplified payment method selection
  
  

This redesign not only improved the visual aesthetics but also reduced cognitive load, making it easier for users to complete their purchase.

💡 Configuration and Benefits

The impact was clear: by reducing the complexity of the checkout experience, we achieved measurable improvements in key business metrics.
This experiment demonstrated that a simplified and focused payment flow can directly enhance both usability and business performance.

✅ Conclusion

This case highlights how strategic, user-centered design can elevate both the user experience and commercial results.
It reinforces my approach to crafting solutions that combine clarity, functionality, and purpose—designs that not only look great but also drive real outcomes.