ecommerce Optimization

Role: Design Lead

Overview: In 2015 the business noticed a decline in subscription bookings and initiated efforts to improve the online customer experience of the Webex marketing website. As a design lead, my responsibility was to work with various cross-functional teams and designers to evaluate and improve the ecommerce experience.

Process: I teamed up with the analytics team to mine website data and identify pain points such as drop offs within the checkout flow. Since I did not have the ability to speak with customers who visited the website to purchase, I evaluated the checkout based on best practices and customer inquiries for qualitative data.

After evaluating the ecommerce experience and data I learned that users repeatedly navigated between the first steps of the checkout which prompted the team to consider better user controls and capabilities to make changes to product selections before purchasing. I also learned from the business support team that customers experienced issues with finding clear and consistent product information on the marketing website.

 Checkout flow friction points

Checkout flow friction points

Result: I worked with the design team to propose short-term and long-term improvements to navigation, functionality, and ease of use. The list of improvements also helped to inform the business roadmap because it identified opportunities to further improve the pre-purchase experience on the marketing website. After several checkout improvements were implemented the checkout flow changes contributed to a 5.3% increase in online purchases and a 2% increase of customers that completed the checkout billing step.

 
 Redesigned checkout flow steps

Redesigned checkout flow steps

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