UX/UI Design
About the Project
Company
eduK
My role
Product Designer
Time spent
2 months
Context
After monitoring results, it was observed that eduK’s checkout conversion rate had been declining month after month.
As a result, the Design and Product team was tasked with understanding the reason behind this low conversion rate, as well as proposing new improvements based on the analyses and studies conducted during the process.
Responsible team composition
1 Product Designer
1 Product Manager
8 Developers
Understanding the Problem
🩼 What is the business pain?
9,48%
Total checkout conversion
March to June 2024
🎯 What are the opportunities?
Increase the conversion rate of the current checkout
Identify users’ main purchase barriers
Meet the targets for fiscal year revenue
Old checkout version
Research and data analysis process
🔥 Heatmap analysis
View user behavior within the checkout
Identify interactions with components that have no action
Map the user’s navigation routes
🕹️ Use case analysis
Identify barriers in purchase flows
Understand the main points of attention throughout the journey
Identify drop-offs during the purchase flow
🔍 Benchmark research
Understand the market strategies used by other companies
Analyze other players’ checkouts
Identify market metrics
Component development
Final design solution
Business impact
🎯 CES scale
6.79out of 7
Achieving the excellence rating
48 users took part in the test
📢 User perceptions
Fast purchase process
Easy-to-navigate interface
Less bureaucratic purchase
📈 Conversion rate
+20%
de aumento na taxa de conversão
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