During a selection process I was asked to analyze, investigate and re-design the checkout of a mobile app, because the users had been manifesting the process was being tedious and there was a lot of friction that prevents them from successfully complete their checkout process.
I developed a detailed analysis of the current app performance, with video and voice recordings, screenshots and written documents that describe the different elements and actions that compose the process.
A user flow chart was made in detail exposing the different steps that the user needs to make and the different decisions that they have to make during the process, from when they had decided to buy until they could place their order.
Different apps of the same category were selected, located in the lists of their respective stores as the most used. They were tested and analyzed to determine the number of checkout steps and then decide an ideal number of steps more objectively.
A detailed diagram was made to analyze the test results. The number of steps that each app has for checkout could be evidenced vertically. And each app has a detail about: its location within its store, number of downloads, number of comments and user ratings.
Usage tests were developed for the current app with different users, in order to test the different hypotheses raised during the process and contrast with real cases if friction was actually found in the points raised.
"In the last steps, was a bit slow, when you're have to: continue, continue, continue."
Feedback was received and documented for analysis.
The data were collected and analyzed. Then the design were done based on the analysis and always searching a balance between user needs and business goals.
Specific animations were designed to create special transition between home and checkout.
You can review the behind the scenes process inside a Trello Board that I created to organize and record all the steps during the project.
https://trello.com/b/phQi1H6b/superama
