Katarina Petrov

GOOD DESIGN
BEATS BAD PIZZA.

Hi, I’m Katarina and I’m good at both. As an experienced Berlin-based Product Designer, I enjoy creating intuitive, interactive and memorable online experiences that really resonate with the user.

I’m also passionate about sharing my experience with younger designers or newbies in the industry.
So, if you need a piece of my brain feel free to ping me.

WE’VE MADE
CHECKOUT
GREAT AGAIN

Before July 2017 we had almost 15% of users dropping out at checkout on Austria’s leading food delivery app.


MY role

USER RESEARCH UX CO-DESIGN UI DESIGN

METRICS & GOALS

In mid July 2017 Mjam’s Product team decided to update the checkout on the existing app.

We faced the following user complanis: average time spent on checkout was too long, complicated payment methods, lack of transparency at this crucial stage.

The assumption was that the CVR will improve massively if we solve a number of issues and provide faster and more intuitive interaction. We also bet on how many users will complete the checkout after we apply the changes.

My bet was that 96,5 % of all sessions will successfully lead through the checkout.


Let’s see who won!

/ We faced the following user complains:


average time spent on checkout was too long, complicated payment methods, lack of transparency at this crucial stage.

ASSUMPTION

Bad UX and confusing UI were two main reasons for the drop-off. For example:




THE CHALLENGE

We wanted at least 95% of users to succesfully finish their orders!

RESEARCH





To prove our assumptions we did some user tests


We traveled to Vienna to set up user tests with our target audience. We focused on apps and learned a lot about the users struggles with the checkout.


Throughout the design process we continued to test our designs: using Invison hi-fi prototypes and later AB testing.


HOW DID WE ENGAGE WITH USERS?
/ USER INTERVIEWS
/ USER PERSONAS
/ CUSTOMERS JURNEY
/ PROTOTYPE TESTING
/ AB TESTING

SKETCHING USER JURNEY & PROTOTYPING

While we were creating user journeys, iterating on low-fi wireframes, we solved a lot of usability issues. We made all of the important checkout components accessible without any extra interactions.




DESIGNING SOLUTIONS & TESTING THEM

After defining a clear idea of all interactions, we got deeper into UI design. We chose the Google Material Design because of its applicability to the platforms and its user intuitive and simplified features.

EASY CHECKOUT FLOW

Transparent user interface

We designed a cleaned up interface, stripped down of any noise and reduced to the essential components. The expandable panels reduce the apparent complexity of the checkout and place the whole section in to the viewport.



Easy adding or editing the address

Adding the address for new users or editing it for returning users is now a matter of one tap.



Selecting payments option and checking your order

Our customers now can see what was the last selected payment option and they can allways change their mind.

THE RESULTS

So, who won the bet?
It was Me, of course!

We reached the score of 96.5% of users who succesfully finished their orders!