Data-Driven Checkout Optimization
Rescued a high-friction checkout flow. Used Hotjar to uncover user confusion, then redesigned the interface to reduce abandonment by 30% and increase revenue by 10%.
Before: Cluttered & Confusing
After: Streamlined & Clear
The Challenge
70% of users were abandoning their carts during checkout.
Users were bombarded with 5+ competing CTAs, creating massive cognitive load.
Hidden shipping costs and unclear totals were destroying trust before purchase.
Discovery
Hotjar heatmaps revealed users rage-clicking on non-clickable elements.
Session recordings showed users struggling to find basic 'Delete Item' controls.
Competitor benchmarking highlighted how far behind our IA was compared to industry standards.
Design Process
Mapped the existing flow to identify every friction point.
Created simplified wireframes focused on a single primary action per screen.
Ran 5 user testing sessions to validate that the new flow was actually clearer.
Key Solutions
Simplified hierarchy: Killed the visual noise and grouped related actions.
Real-time feedback: Added live updates for basket changes (quantity, removal).
No surprises: Surfaced shipping and tax info immediately.
Mobile-first: Optimized touch targets for the >60% of traffic on phones.
Outcomes
30% reduction in abandonment within the first month.
10% increase in total revenue.
Qualitative feedback flipped from 'confusing' to 'effortless'.
Conclusion
Small usability issues compound into massive business losses.
Heuristics find the problems; testing proves the solution.
Success isn't about pretty UI—it's about the bottom line.