Qualitative and quantitative data showed poor conversion rates on mobile, performance, data entry, and usability issues. Did market research as another first step in the process (shown to right).
Took the best ideas from sketching and translated into wireframes. Shopped around internally and narrowed down to some flows to test.
version A, single page app
A single page app was a strong technical direction of this project. Explored different UX we could do to support that.
version B, sidebar
Explored allowing users to check out on top of product pages, so it was a more connected experience and users could pay in-context
On small percentages of traffic, explored subtle changes to the current checkout flow on areas we hypothesized could move the needle after these explorations as to not disrupt conversion.
Started out with very minor improvements to the flow, that bled down to responsive and tested improvements slowly to ensure conversion didn't drop.
A key improvement was adding in attach initiatives to other areas of the product after purchase and onboarding initiatives on the receipt phase.