Shopping and Checkout
OVERVIEW
This project focuses on redesigning Frontier’s shopping and checkout experience to better support new customers exploring and purchasing internet plans. The existing checkout flow is managed by a third-party provider, creating limitations in flexibility and control. By bringing the experience in-house, this work aims to streamline the end-to-end journey, reduce friction, and create a more intuitive path to purchase.
Client
Frontier
Scope
Redesign the shopping and checkout experience for prospect customers to reflect Frontier’s rebrand and create a clearer, more intuitive purchase journey. In parallel, transition the checkout flow to Frontier’s platform to give the team greater control over the experience.
Results
The redesigned checkout flow contributed to a 3.6% increase in conversion year over year. Moving the experience in-house also created a more adaptable foundation for ongoing testing, iteration, and user-centered improvements.
PROBLEM
Stagnant sales and minimal input in design updates
Sales performance had remained relatively flat from quarter to quarter, pointing to the need for a more effective customer acquisition experience. At the same time, Frontier was undergoing a rebrand and needed greater control and speed, which led to bringing the checkout flow production in-house to better support revenue growth and attract new customers.
1
Not seeing an improvement in sales from quarter to quarter.
2
There was not a clear path from the homepage to checkout.
3
Lacked control of design changes, which was especially troublesome during the company rebrand.
Current experience
Select shopping pages
The journey was fragmented, and the pages did not offer enough clarity or detail to help users feel confident moving forward with their purchase.
Select checkout pages
THE APPROACH
Evaluate the current experience and redesign it
Review click data and user test the entire flow to identify pain points, then re-architected the flow to reduce friction and create the best paths to a confident checkout.
User flow before redesign
Flow data
According to journey mapping software, there is not a clear path users take. Below are some significant statistics used to help approach the project from a user’s perspective
0.6%
Conversion rate
Of the users who enter the checkout flow via the homepage, only 0.6% complete a purchase
60.5%
Drop-off rate
The second highest drop-off rate at 60.5% occurs on the ‘Address’ page, where users face the longest wait time
3.9%
Conversion rate
Conversion significantly increases to 3.9% when users enter the checkout flow via a product page
-0.5
Frustration score
Frustration was the worst on the 'Offer' page, where users selected an installation date and reviewed their order
60.7%
Drop-off rate
The highest drop-off rate at 60.7% occurs on the ‘Contact information’ page, where users enter sensitive information
5.7
Engagement score
The 'Address' page had the lowest Engagement score
User research on existing site
Performed an unmoderated click test with 50 participants in our target demographic, who purchased an internet plan. Participants were asked to rank if they received enough information in the categories related to their purchase. Below are the total averages.
Insights
Shopping experience
Provide detailed product information before pushing user into the checkout flow
Remove duplicate pages
Keep a direct path from homepage to checkout for the decided user
Create a group of TV shopping pages
Checkout flow
Provide transparency around fees
Inform user that data is being transferred securely and that their credit score will not be impacted
Improve API calls to decrease wait times
Create simple and effective animations while user is waiting
Simplify checkout process into logical categories
THE REDESIGN
Create an intuitive shopping and checkout experience
Provide users with a clear path that contains the information they need to make confident purchases regarding their home internet plans.
User flow after redesign
User research on redesign
In order to continually improve the design, the same test was performed multiple times. Starting with the existing site, see results above, then on wireframes, and on various iterations of the prototype. Below are the results on the final design.
User input
With the expanded shopping and checkout experience it was also important to test the longer flow to make sure it was logical
86%
User test
86% of participants thought the number of pages was appropriate
87%
User test
87% of participants thought the main action was clear on each page in order to progress in the flow
Select final designs
Responsive design
TV shopping experience
