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E-Commerce · UX2024
Checkout Funnel
A multi-step checkout collapsed into a single progressive form, dropping abandonment by 25%.
- Client
- E-Commerce client
- Timeline
- 6 weeks · 2024
- Role
- UX research + design
- Toolbox
- FigmaHotjarGA4
[ 01 — Problem ]
Users abandoned at the billing step. The form asked for too much, too early.
A research-led overhaul of a 4-step checkout for a mid-size e-commerce client.
[ 02 — Research ]
How I learned what to build.
- Field study · n=10
Watched real users complete real purchases on real devices.
- Funnel analytics
Mapped drop-by-field for 60 days.
- Heuristic audit
Fixed 22 form-validation regressions.
[ 03 — Insights ]
- Insight 01
“Address autofill is the single largest checkout-conversion lever. We treated it as a tier-1 component.”
- Insight 02
“Inline validation cuts abandonment more than progress indicators do.”
[ 04 — Process ]
Discover, define, design, ship.
- 01Audit
Funnel + heuristic audit + 10 field sessions.
- 02Prototype
Single-page progressive form with autosave.
- 03A/B
Ran for 21 days against control on 30% of traffic.
[ 05 — Solution ]
The interface that shipped.
[ 06 — Impact ]
Numbers from production.
- −25%
- Abandonment
- +18%
- LTV
- −40%
- Form errors
[ 07 — Lessons ]
Forms are the most under-designed surface in e-commerce. They reward the obvious investments: real validation, real autofill, real keyboards.
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