Mobile UXConversion OptimisationUser Testing
Mobile Checkout
From 18 taps to 6 — without losing trust
Role
Senior UX Designer
Year
2023
Overview
Redesigned the mobile checkout experience for an e-commerce platform processing $2M/month. Focus: reduce drop-off without sacrificing perceived security.
The Problem
Mobile checkout had a 74% abandonment rate. Session recordings showed users rage-tapping address fields and abandoning at payment entry.
The Solution
A single-page checkout with smart address autocomplete, express payment options (Apple Pay, Google Pay), and an inline card validator with human-readable error states.
Outcome
Checkout abandonment dropped from 74% to 48%. Mobile conversion increased 31% in 6 weeks post-launch. Average checkout time: 52 seconds vs 3.5 minutes.
Process
- 01Analysed 500 session recordings via Hotjar
- 02Benchmarked against 8 competitor checkout flows
- 03Co-design workshop with engineering on technical constraints
- 04Prototyped 2 checkout flows — single-page and stepped
- 05Usability tested with 8 participants (moderated)