Frontier User Buy Flow
The goal of this project is to create an easy way for the user to intuitively complete the checkout process, in order to better obtain new customers.
The current buy flow process is confusing; data revealed there was a large fallout rate entering and during the buy flow. The buy flow is also outsourced so there is little control over it's design and development.
Updated universal navigation to be used throughout the entire site and a new buy flow to be designed and developed in-house.
Product development life cycle
Get to know your audience's pain points and generate ideas to solve the problems
Customer flow before re-design
Buy flow funnel drop-off
Highest drop-off rate at 60.7%, occured on the 'Contact' page
Second highest drop-off rate at 60.5%, occured on the 'Address' page
Sensitive information: social security number, and home address are entered on these pages
Heatmaps provide click confusion around areas with pricing
According to journey mapping software, there is not a clear path users take
Buy flow page comparison
Frustration was highest on the 'Offer' and 'Order' pages
The 'Address' page had the lowest Engagement and Technical scores
The 'Contact' page provided the least friction for visitors
Wait times were longest on the 'Address' page
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.
High drop-off in the beginning of the buy flow
Users spend a lot of time waiting for technical issues or not getting the proper feedback
The user can't spend time shopping internet plans but is rushed into the buy flow too soon
Buy flow steps group illogical information together
Limited options to add-on more than one product to shopping cart
Users want more information about pricing
Duplicate pages cause confusion, as not all experiences are streamlined
Inform user that data is being transferred securely and that their credit score will not be impacted.
Improve data transfer to decrease wait times
Create simple and effective animations to load while user is waiting
Simplify buy flow process into logical categories
Provide more information about the product before pushing the user into the buy flow
Provide transparency around fees
Remove duplicate pages and design and develope all of the shopping and buy flow experience in-house
Goals, scope, and audience
Customers should easily get from homepage all the way through to checkout with confidence that they chose the right product.
Based on Qualtrics browsing data, we are able to focus on the main users of the buy flow process. Below are the two focused personas that make up a majority of the audience and also who Frontier aspires to attract.
Based on moderated user interviews, usability testing, and customer feedback, we were able to create their journey's to emphasize their pain points
Create universal navigation to be used throughout the entire site and a new checkout process to be designed and developed in-house. This requires the redesign of many pages.
Create sitemap, wireframes, and prototype the design
Based on multiple open and closed card sorts, the following sitemap was created. It includes the addition of the 'Why Frontier' section and also categories within each main menu item.
Re-designed customer flow from homepage to buy flow
This project focuses on the buy flow experience; customizing plan, checking out, and confirmation of order. For re-design of the shop/homepage flow see Pre-checkout flow project.
With users and internal stakeholders to eliminate friction
In order to benchmark the starting point and to also continually improve the design, the same test was performed multiple times. Starting with the existing site, see the results above, then on the wireframes, and on various iterations of the prototype. The test used 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 on the final design.
With the expanded shopping experience it was also important to test the longer flow to make sure it was logical
of participants thought the number of pages was appropriate
thought the main action was clear on each page in order to progress in the flow
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