E-Commerce Checkout Simplification

Overview

The checkout funnel had a 58% abandonment rate, with the steepest drop-off occurring at the payment step. A task analysis revealed that users were being asked to re-enter information they had already provided, and that the error states were unclear and hard to recover from.

I redesigned the flow from seven steps to three, introduced inline validation, and added a persistent order summary panel so users never lost context. Two variants were A/B tested over six weeks with 12,000 sessions each. The winning variant cut median checkout time from 4.8 minutes to 2.3 minutes and increased completion rate by 22%.