Guest Mobile Checkout

E-commerce enables direct sales of cars. The research conducted helped to understand the consumer journey and identify the necessary functionalities for developing and improving the site.

E-commerce needs:

• User dashboard

• Company history

• Search tools to find the cars

• All cars available

• Purchase and financing simulation

• Calls to action & forms to generate leads

• Buy / Sell cars online

Summary

Briefing

Problem: The current checkout is not clear and objective. Improvements were needed to increase the user experience.

Goals

Identify the pain points in the current mobile checkout
Use the information found to create a new prototype and test
Keep improving the website

Methods

Heatmap: Analyze video recordings of real users performing actions on the website.

Usability Test: Find out if the new checkout as a guest is easy and clear for the user to complete the task.

Research Impacts

Heatmap was implemented as part as a monthly report to keep improving the whole website.

The company increase the sales by 32% after the changes in the guest checkout.

My Roles

UI/UX Designer
UX Researcher

View Live Prototype