Year
2023
Contribution
Data analysis and research
Presentation
Workshop
Design
Wireframing
Prototyping
In 2024, I kickstarted a project to optimize checkout for Boutique, a luxury travel platform, where I led design and research as well as facilitated the discussions. I set out to streamline the flow, recognize existing obstacles on the road to successful conversion, learning from our budding site data, market insights and user behaviours.
What was the challenge?
We had a very clear goal – reach our conversion benchmark. As a fairly young site, without an extensive dataset, it was hard to point fingers where to problems was. A natural solution to this would be to convey user research, but there was just no time. Based on the data we did have, we had a rough idea of where to start, we knew we had to fix it, but we faced 3 obstacles:
1. Convince stakeholders it's worth it
2. Figure out a confident path forward with limited data
3. Do it within the time and budget constraints
How did we approach it?
It was essential to get buy-in on our mission – the goal of increasing conversion was clear, but we could have tripped over the word “redesign” and seeing the change as cosmetic and not fundamental. Identifying existing user problems, proposing meaningul flow changes to fix them and focusing on lower-fidelity mockups helped put the experience in the forefront and get an enthusiastic “let’s go”.
Framing goals clearly and backing them with data is essential for gaining quick approvals – not only end users respond positively to social proof, it’s true for stakeholders as well. With a young site, where early data can be misleading, leading with research and tried and true patterns can bring similiar confidence in decisions.
For this process, engaging stakeholders early in the process was crucial. It was simply needed, to give the project a green light, but along the way it ensured clarity, aligned expectations and therefore, reduced pressure.
What did we do about it?
During that process, we laid out 3 key areas we wanted to improve upon – and that's where we concentrated both our research and design efforts. Being this intentional, helped us to quickly get through signoffs – it was easy to articulate what role each part played.
A banal goal on the surface, but sometimes you need to point out the obvious. I did a thorough examination of the current flow to see where exactly can we make it simpler for the users.
As a smaller, more boutique platform (it’s in the name, after all), we took every chance to communicate security and transparency – sometimes in words, but most importantly in intangible ways, content presentation and perceived security.
The invisible last step of checkout. I set out to find ways to reassure users, that there is no time like now to book.
What were the key features?
Our main goal was to seamlessly weave in authentication into the checkout flow. Identifying that the majority of users land in checkout logged-out, we wanted to minimize the dropoff rate causes by clunky authentication friction.
With a well laid out cancellation policy is in place, it’s more likely that customers will trust the platform with making a booking. I kickstarted the project to rethink how we word and display our cancellation policies, to make sure our guests know exactly what the terms are.
Providing trustworthy and popular choices was a key feature – seamless, secure, swift.
Taking the chance to include requested features waiting in the pipeline. Even if this won’t make the first launched iteration, it’s easy to pick up once they have a set place in the flow.
Dark mode is more than just a trend – it can result in real conversion gains. After implementing dark mode accessibility, we observed a direct uptick in session length during off-peak hours.
Analysis paralysis – the “invisible” conversion obstacle. We found the right tone to help people decide, instead of bombarding with negative FOMO messaging, we give our users subtle clues about each locations unique features, staying true to the brand.
Year
2023
Contribution
Data analysis and research
Presentation
Workshop
Design
Wireframing
Prototyping
In 2024, I kickstarted a project to optimize checkout for Boutique, a luxury travel platform, where I led design and research as well as facilitated the discussions. I set out to streamline the flow, recognize existing obstacles on the road to successful conversion, learning from our budding site data, market insights and user behaviours.
What was the challenge?
We had a very clear goal – reach our conversion benchmark. As a fairly young site, without an extensive dataset, it was hard to point fingers where to problems was. A natural solution to this would be to convey user research, but there was just no time. Based on the data we did have, we had a rough idea of where to start, we knew we had to fix it, but we faced 3 obstacles:
1. Convince stakeholders it's worth it
2. Figure out a confident path forward with limited data
3. Do it within the time and budget constraints
How did we approach it?
It was essential to get buy-in on our mission – the goal of increasing conversion was clear, but we could have tripped over the word “redesign” and seeing the change as cosmetic and not fundamental. Identifying existing user problems, proposing meaningul flow changes to fix them and focusing on lower-fidelity mockups helped put the experience in the forefront and get an enthusiastic “let’s go”.
Framing goals clearly and backing them with data is essential for gaining quick approvals – not only end users respond positively to social proof, it’s true for stakeholders as well. With a young site, where early data can be misleading, leading with research and tried and true patterns can bring similiar confidence in decisions.
For this process, engaging stakeholders early in the process was crucial. It was simply needed, to give the project a green light, but along the way it ensured clarity, aligned expectations and therefore, reduced pressure.
What did we do about it?
During that process, we laid out 3 key areas we wanted to improve upon – and that's where we concentrated both our research and design efforts. Being this intentional, helped us to quickly get through signoffs – it was easy to articulate what role each part played.
A banal goal on the surface, but sometimes you need to point out the obvious. I did a thorough examination of the current flow to see where exactly can we make it simpler for the users.
As a smaller, more boutique platform (it’s in the name, after all), we took every chance to communicate security and transparency – sometimes in words, but most importantly in intangible ways, content presentation and perceived security.
The invisible last step of checkout. I set out to find ways to reassure users, that there is no time like now to book.
What were the key features?
Our main goal was to seamlessly weave in authentication into the checkout flow. Identifying that the majority of users land in checkout logged-out, we wanted to minimize the dropoff rate causes by clunky authentication friction.
With a well laid out cancellation policy is in place, it’s more likely that customers will trust the platform with making a booking. I kickstarted the project to rethink how we word and display our cancellation policies, to make sure our guests know exactly what the terms are.
Providing trustworthy and popular choices was a key feature – seamless, secure, swift.
Taking the chance to include requested features waiting in the pipeline. Even if this won’t make the first launched iteration, it’s easy to pick up once they have a set place in the flow.
Dark mode is more than just a trend – it can result in real conversion gains. After implementing dark mode accessibility, we observed a direct uptick in session length during off-peak hours.
Analysis paralysis – the “invisible” conversion obstacle. We found the right tone to help people decide, instead of bombarding with negative FOMO messaging, we give our users subtle clues about each locations unique features, staying true to the brand.