Crafting YPO's Guest-Friendly Experience

Boosting Conversions by 20% through Streamlined Guest Checkout for Effortless Business Transactions

‹ Back to Projects

Crafting YPO's Guest-Friendly Experience

Boosting Conversions by 20% through Streamlined Guest Checkout for Effortless Business Transactions

‹ Back to Projects

Crafting YPO's Guest-Friendly Experience

Boosting Conversions by 20% through Streamlined Guest Checkout for Effortless Business Transactions

‹ Back to Projects

Crafting YPO's Guest-Friendly Experience

Boosting Conversions by 20% through Streamlined Guest Checkout for Effortless Business Transactions

ROLE

RESPONSIBILITIES

DURATION

CLIENT

UX/UI Designer

Research, UX Strategy, Define, Design, Wireframes, Prototyping, Testing

6 Months

King Faisal Specialist Research Centre

ROLE

RESPONSIBILITIES

DURATION

CLIENT

UX/UI Designer

Research, UX Strategy, Define, Design, Wireframes, Prototyping, Testing

2 weeks

SaaS Procurement Company

ROLE

RESPONSIBILITIES

DURATION

CLIENT

UX Designer

Research, UX Strategy, Define, Design, Wireframes, Workshop Facilitation

4 Months

ROLE

RESPONSIBILITIES

DURATION

CLIENT

UX Designer

Research, UX Strategy, Define, Design, Wireframes, Workshop Facilitation

3 Months

0-OVERVIEW

How might we address the checkout complexities that lead to abandoned carts and user frustration, ensuring a seamless and guest-friendly experience for YPO's diverse business clientele?

In response to identified challenges within their checkout process, YPO, a leading e-commerce and e-procurement platform, undertook a transformative initiative to enhance user experience. Focused on creating a more streamlined and guest-friendly journey, the project aimed to reduce abandoned carts and elevate overall satisfaction for their diverse business clientele.

My Role

In the YPO checkout upgrade, I took the lead in shaping the user experience. I handled everything from research and testing to creating designs. Teaming up with project managers, business analysts, and devs, my main job was to make sure our user-friendly solution smoothly fit into YPO's existing system. This teamwork ensured a checkout that not only pleased users but also worked seamlessly for YPO.

Initial Research

During the initial research phase, it was identified that YPO lacked a guest checkout option, necessitating all users to log in or register. The registration process, particularly cumbersome for personal users, resulted in a significant drop-off during the checkout stage, especially for one-time purchasers. Our primary hypothesis posited that compulsory registration acted as a barrier for users seeking a single purchase. A secondary hypothesis considered these users as a potentially undocumented market segment for YPO. To validate these assumptions, a thorough competitor analysis was conducted, and existing user flows were meticulously mapped out, laying the foundation for the envisioned improvements.

‍

The Solution

To address the challenges identified and cater to the diverse use cases, we introduced two key solutions:

Results:

‍These implementations yielded remarkable results. Within just two months, we witnessed a significant 20% increase in conversion rates. Additionally, this approach unveiled a previously untapped user group, highlighting a growing trend of mobile users making purchases on the YPO platform. These outcomes not only showcase the effectiveness of the solutions but also underscore the importance of adaptability in meeting the evolving needs of diverse user segments.

1-PROJECT DISCOVERY

Unveiling User- Centric Insights

The rigorous research phase served as the bedrock of the "Revitalizing Care" project. It enabled the project team to move forward with clarity, armed with a profound understanding of user needs and pain points. This understanding guided the subsequent design phase, ensuring that the website redesign aligned seamlessly with user expectations and the hospital's miss...

1-PROJECT DISCOVERY

1-RESEARCH

Project Initiation: Unveiling King Salman Park's Digital Journey

Project Initiation: Unveiling King Salman Park's Digital JourneyOur project initiation commenced with a crucial client workshop aimed at discerning the business goals. This collaborative session proved instrumental in delineating the project's phases, defining the business strategy, and outlining the webpage's content hierarchy. The dual focus of the website emerged: first, to craft a captivating online experience befitting the project's magnitude, and second, to establish a seamless event booking platform for future businesses and venues.To ensure alignment with industry standards, a comprehensive research pha...

1-PROJECT DISCOVERY

1- PROJECT DISCOVERY

Research Phase: Unveiling User- Centric Insights

YPO initiated a project to investigate and address the prevalent issue of high basket abandonment rates. Our initial investigation, involving a comprehensive mapping of user flows and a thorough competitor analysis, unveiled key pain points in the purchasing process. We discovered that the mandatory registration process, especially cumbersome for personal accounts, was a significant contributor to drop-offs and elevated basket aband...

METHODOLOGY

1-RESEARCH

1-PROJECT DISCOVERY

1- PROJECT DISCOVERY

Research Phase: Unveiling User- Centric Insights

One critical aspect we identified was the frustration experienced by business users. After registering, their baskets were cleared, leading to substantial user dissatisfaction. Faced with time constraints, we needed a swift yet effective solution to boost conversion rates. This urgency prompted the inception of the guest checkout as a concept. The primary goal of the guest checkout was to streamline the purchasing journey, bypassing the intricate registration process and enabling users to make purchases in a single, seamless flow.

‍

‍

The nuances of Guest checkout

After our initial presentation and in-depth discussions with YPO, we delved deeper into user behaviors, unveiling four distinct use cases that demanded consideration for the guest checkout's functionality:

Mapping out the new flows

Considering the insights gained from the team workshop and the newly identified use cases, I systematically mapped out the revised flows. The key focus was on addressing the registration hurdle. The devised solution involved the integration of a magic link, empowering users with the choice to bypass registration steps. This innovative approach eliminated the need for password input, simplifying the process for guest accounts. Through the seamless implementation of this solution, the flow was streamlined, laying the groundwork for the development of a new and efficient guest checkout option.

‍

2- DESIGN & TESTING

2- DEFINE

During the wireframing phase, my focus was on optimizing efficiency and minimizing development time. To achieve this, I carefully introduced components that mirrored existing ones, ensuring a seamless integration with the current system. This collaborative effort with the development team aimed to meet the client's timeline effectively. However, this approach posed challenges, as certain design solutions enhancing checkout efficiency had to be deferred to the next phase.

Given these constraints, special attention was dedicated to messaging screens. These screens played a crucial role in informing users about changes in their basket and providing them with the opportunity to take action before proceeding to the checkout. This proactive approach not only kept users informed but also effectively mitigated potential friction points in the purchasing process.

Testing Our Solution

To validate the logic and functionality of our design, we conducted unmoderated usability tests, encompassing a diverse group of users. The prototype was divided into two tests to assess different aspects. The first test maintained a smooth flow, preserving the user's basket content during the transition to guest checkout. The second test introduced changes to the basket content during the transition.

In particular, the second test aimed to evaluate the user experience when faced with changes in pricing and products in the guest basket.

Results:

Overall, the results affirmed the effectiveness of our solution, with users demonstrating a high completion rate and generally positive feedback. The minor variance in satisfaction scores between the two tests suggests that managing changes in the basket content during the transition can influence the user experience, emphasizing the importance of proactive messaging to address potential concerns.

3- FINAL DESIGNS

RESEARCH

3-DESIGN

Having successfully met our goals in the guest checkout testing phase, the next step was to translate the validated solutions into final UI designs. In collaboration with the UI lead, a decision was made to leverage the existing system for reasons of timing and to avoid introducing potential disruptions in the overall user journey. Recognizing the importance of consistency, we opted to implement the new design system in the subsequent phase of the project.

Crafting YPO's Guest-Friendly Experience

Crafting YPO's Guest-Friendly Experience

Crafting YPO's Guest-Friendly Experience

Crafting YPO's Guest-Friendly Experience

ROLE

RESPONSIBILITIES

DURATION

CLIENT

UX/UI Designer

Research, UX Strategy, Define, Design, Wireframes, Prototyping, Testing

6 Months

King Faisal Specialist Research Centre

ROLE

RESPONSIBILITIES

DURATION

CLIENT

UX/UI Designer

Research, UX Strategy, Define, Design, Wireframes, Prototyping, Testing

2 weeks

SaaS Procurement Company

ROLE

RESPONSIBILITIES

DURATION

CLIENT

UX Designer

Research, UX Strategy, Define, Design, Wireframes, Workshop Facilitation

4 Months

King Salman Park Foundation

ROLE

RESPONSIBILITIES

DURATION

CLIENT

UX Designer

Research, UX Strategy, Define, Design, Wireframes, Workshop Facilitation

3 Months

YPO

0-OVERVIEW

How might we address the checkout complexities that lead to abandoned carts and user frustration, ensuring a seamless and guest-friendly experience for YPO's diverse business clientele?

1-PROJECT DISCOVERY

1-PROJECT DISCOVERY

1-RESEARCH

1-PROJECT DISCOVERY

1- PROJECT DISCOVERY

METHODOLOGY

1-RESEARCH

1-PROJECT DISCOVERY

1- PROJECT DISCOVERY

Research Phase: Unveiling User- Centric Insights

2- DESIGN & TESTING

2- DEFINE

3- FINAL DESIGNS

RESEARCH

3-DESIGN

DESIGN

PROTOTYPING

2-DESIGN

4-UI DESIGN

3-USABILITY TESTING

5-FINAL SCREENS

SHARING SENSITIVE INFORMATION

4-MEASURING SUCCESS

6-POST DESIGN

WHAT'S NEXT

SCENARIO & PROTOTYPE

5-FINAL SCREENS

6-WHAT'S NEXT