The Project
Redesigned the end-to-end purchase flow to reduce friction, improve clarity, and increase completion rates. The goal was to streamline the checkout experience, minimising user hesitation and ensuring key moments (like payment and confirmation) felt fast, secure, and predictable.
The new flow focused on guiding users with clearer hierarchy, progressive disclosure, and helpful feedback to support confident decision-making throughout the journey.
The Problem
The existing purchase experience was slow, cluttered, and prone to drop-offs. Users struggled to complete transactions efficiently due to a lack of visual hierarchy, unclear feedback, and unnecessary steps.
This resulted in:
Increased time-on-task and user hesitation at key moments
Confusion around what to expect post-purchase
Missed opportunities to build trust and guide users confidently to conversion
Improving the flow required removing friction, reducing cognitive load, and creating a more predictable, responsive experience across devices.
The Solutions
A simplified, responsive purchase flow designed to reduce friction and improve trust at every step.
The redesigned flow focused on usability, speed, and clarity — addressing both visual and structural pain points. Key solutions included:
Step-by-Step Layout
Broke the flow into manageable steps to reduce overwhelm and improve form completion rates.Progress Indicators and Inline Feedback
Added clear visual cues, confirmations, and error messaging to guide users and reduce uncertainty.Streamlined Input Fields
Removed redundant or unnecessary fields and introduced smart defaults where possible.Optimized for Mobile and Desktop
Ensured responsive layouts with touch-friendly elements and consistent behavior across devices.Reassurance at Key Touchpoints
Included trust markers, delivery expectations, and confirmation details to increase user confidence pre- and post-purchase.
Deliverables
Mobile App
UI Branding
Design system
Team
Technical Lead Developer
UI/UX Designer
Product Owner (PO)
Scrum Master
Tester
Front-end Developer
Back-end Developer
What We did
UI/UX Research
UI/UX Design
Developed
Client’s Goals
Improve the checkout experience to drive higher conversion and reduce user drop-off.
The client aimed to optimize the purchase journey to increase both revenue and customer satisfaction, especially on mobile.
Increase Checkout Completion Rate
Reduce friction and cognitive load so more users complete the purchase without hesitation or confusion.
Build User Trust at Critical Moments
Introduce reassurance elements like security messaging, delivery expectations, and feedback cues to instill confidence.
Improve Mobile Usability
Ensure the experience is smooth and touch-friendly across all screen sizes, with a focus on mobile-first behaviors.
Reduce Support Queries Post-Purchase
Clarify what happens next to reduce “Where is my order?” questions and lighten the customer support burden.
Target Audience
Designed for everyday users completing purchases across devices, often in distraction-heavy environments.
The purchase flow needed to serve a broad range of customers with varying levels of digital confidence and intent.
Primary Users
Mobile-first shoppers making quick purchasing decisions
Returning customers expecting a fast, familiar checkout
First-time users who need extra clarity and reassurance
User Needs
A fast, intuitive path to purchase with minimal friction
Clear understanding of next steps and delivery timelines
Reassurance that payment and order details are secure
Behavioral Patterns
Often multitasking or shopping on the go
Sensitive to confusion or slow load times
Expect modern, responsive checkout flows with instant feedback
Core Features
Step-by-Step Checkout Flow
Progress Indicator with Real-Time Feedback
Streamlined Input Fields & Smart Defaults
Responsive Layout for Mobile & Desktop
Trust Messaging & Delivery Expectations
Additional Features
Responsive Layout for Tablet & Desktop
Accessible Table Design (WCAG-Compliant)
Export to PDF for Reporting
Contextual Tooltips for Metrics
Consistent Theming with Core Platform UI
Achievements
↓ 28% Reduction in Drop-Off at Checkout
Streamlined steps and improved feedback reduced user hesitation and abandonment.
Faster Completion Time
Users completed the checkout process more quickly, improving satisfaction and throughput.
Fewer Post-Purchase Support Queries
Clear confirmation details and delivery expectations reduced “What happens next?” questions.
↑ 19% Increase in Mobile Conversions
Mobile-first optimizations made the flow more efficient and reliable across devices.
Improved Perceived Trust and Clarity
User testing and post-launch feedback highlighted stronger confidence at key stages, especially payment.
Information Architecture
Organising information flow for intuitive and efficient user journeys.
User Interface (UI) Design
Technology Stack
Frontend
React JS
Material UI
Backend
Next.js
PostgreSQL
AWS
Firebase
Project Management
We chose the Agile methodology for this inventory software development project because it supports iterative development and adapts easily to changing requirements. This approach allowed us to make frequent updates and continuously improve the project based on feedback.
Sprints
We divided the project into short development cycles (sprints) with frequent releases and updates that kept the project on track
Communication
We used teams and Jira for project management to organize tasks, track progress, and collaborate efficiently with maximum visibility.
Cross-functional Teams
Our developers, designers, and testers worked closely together to ensure seamless integration and high-quality outcomes.
User Feedback
We placed a strong emphasis on user feedback to drive iterative improvements.
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