Improving Checkout Conversion by Reducing Purchase Friction
Redesigning a multi-step checkout experience to reduce drop-off, simplify decisions, and improve conversion during the purchase flow.
Role: Principal Product Designer
Focus: Checkout optimization, add-on strategy, upload UX, account flow logic
The Problem
Users were dropping off during checkout, especially when encountering:
Optional service add-ons
Document upload requirements
Forced account creation
These steps interrupted purchase momentum and increased friction at the moment users were ready to complete payment.
My Approach
I focused on three goals:
✓ Reduce cognitive load
✓ Preserve payment momentum
✓ Make optional services truly optional
Key Design Changes
Simplified Add-Ons
Converted dense service lists into clearer decision cards with highlighted recommended services.
Impact: Higher add-on adoption and reduced decision fatigue.
Improved Document Upload
Introduced drag-and-drop upload, clearer guidance, and confirmation feedback.
Impact: Reduced hesitation and fewer support questions.
Account Creation After Payment
Moved account creation to post-purchase so users can complete checkout first.
Impact: Significant reduction in checkout drop-off.
Results
Checkout completion increased ~20%
Add-on adoption increased 10–15%
Drop-off at account creation significantly reduced
Faster checkout completion time
Outcome
By reducing friction and restructuring the checkout flow around user intent, the redesign improved both conversion and user trust while keeping the purchase experience simple.
