Prorate redesign

🔍 Exercise Overview

Our research provided deep insights into how users interact with the plan adjustment flow and the challenges they encounter. Through usability testing, we gathered valuable data that revealed key friction points impacting both clarity and efficiency.

This initiative underscored the importance of connecting product design with business performance, which intersect in several meaningful ways:

🎯 User Experience Optimization

Thoughtful product design ensures that users find the plan adjustment process intuitive and easy to navigate. This not only improves satisfaction but also reduces support inquiries, resulting in a smoother and more positive experience.

💰 Impact on Financial Performance

Core business metrics like conversion rate, cart abandonment, and retention are directly affected by product design. A clear and frictionless flow can increase conversions and foster trust—ultimately boosting revenue and customer lifetime value.

🧠 Strategic Alignment

By aligning product decisions with business goals, we ensure every improvement contributes to broader company objectives—whether it's increasing revenue, reducing costs, or enhancing customer loyalty.

📊 Data-Driven Iteration

Combining design changes with performance metrics enables informed, results-oriented iteration. Rather than relying on assumptions, we validate design choices through measurable impact on key KPIs.

💰Payment Method Enhancement

One key usability issue we identified was the inability to change the payment method during checkout. Previously, users had to navigate to another section—creating friction at a critical moment. Adding this feature directly within the checkout flow addressed a frequent user pain point and improved the overall experience.

✅ Conclusion

This project exemplifies how user-centered design—when tightly integrated with strategic business thinking—can lead to measurable improvements in both user satisfaction and financial outcomes. By simplifying the experience and solving real user needs, we created a solution that benefits both the customer and the company.