Design and optimize the user experience (UX) of a purchasing funnel By Designabble

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Challenges

Designing a purchasing funnel involves modeling a smooth and fast experience to finalize an order. Our goal was to address challenges such as reducing abandonment rates and neutralizing all barriers to purchase.

Our Role

Analyzed the current funnel, created wireframes and prototypes, collaborated with development and product management teams, and iterated on designs based on feedback to ensure an intuitive and efficient purchasing funnel.

Kickoff Session

Product Goals

Following our client meeting, we determined that the optimization and design of the ordering process should focus on the following objectives:

Neutralize abandonment due to usability barriers.
Simplify the ordering process modalities.
Ensure ergonomic efficiency at every step.
Design flexible solutions that aggregate all dynamic flows.

Understanding the Common User Journey

Before delving into the details, let's review the basics of a purchasing funnel flow.

The initial step involves understanding the client's business specifics, including the types of products and services offered and their delivery methods. Comprehending the detailed features of the offerings and the company's distribution model is crucial in designing an effective purchasing funnel.

How we did it?

The design of an ordering process extends beyond simply addressing business challenges; it necessitates a thorough comprehension of the obstacles and complexities. Here are the strategies we implemented to optimize the ordering process and improve performance:

Limit all distracting elements (advertisements, banners, etc.).
Allow users to save their cart and defer the purchase.
Offer clear solutions to the user and guide them in their choices.
Provide the essential contextual information for decision-making.

Process

Low-fidelity Wireframes

User Interface

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Experience Reflections

Simplicity Wins: Streamline the process to minimize friction.
Clear Guidance: Provide instructions and support.
Build Trust: Communicate security and transparency.
Personalization: Tailor the experience for users.