The VBG Prospect CX Design Team was given the opportunity to redesign the checkout flow. We were responsible for creating enhancements to reduce fallout and leverage the design system components. Throughout this project the team was focused on planning, prototyping, and testing the user experience to ensure it was simple, clear, and transparent for prospect customers.

Responsibilities

Given the complexity of the checkout flow. I was responsible for the design enhancements and improvements of the business verification and credit results section of the ordering process.

THE PROCESS

Discovery & Business Requirements

We began the discovery phase by gathering requirements from our stakeholders. During this phase, we were able to leverage qualitative and quantitative data that was previously completed by our UX Research team. These insights helped us better understand users expectations when providing their business’s information.

Initial Key Findings

- Clearly communicate why we require specific information from our customers and help them understand that the information they are providing is crucial for completing transactions efficiently.

- Customers preferred to provide details regarding their business rather than personal information.

Opportunities &
Design Phase

By leveraging past research and partnering with the team’s copywriter we were able to streamline the language so it was concise and clear. We also applied the new design system to build the screens, and review the updated content with our legal team.

Credit Results

The credit results portion of the E2E experience was complex, revolving around four primary outcomes determined by the business and/or personal information users provided. The goal is to provide users with comprehensive information from the start, empowering them to make informed decisions that align with their business needs.

Research Study &
Key Findings

During the Design phase we created a research brief to test the most critical and complex portions of our lower funnel experience. For one portion of the flow, we tested the usability and preference between each concepts.

Users found the content easily digestible. In one of our research studies, users were presented with 3 different concepts. They selected different aspects of each concept, allowing us to combine them into an ideal experience.

Upon completion of the end-to-end experience we were able to bring it to our research team to get users’ feedback on the overall experience and identify if there were any pain points within the experience. 


Overall

Throughout the design phase we scheduled calls with our GTS partners to ensure there was consistency on the backend and they could ensure the functionality of the experience. 
As we introduced new elements to the flow. Our design team consistently aligned to ensure we were maintaining a consistent functionality and interaction across the entire checkout flow.

Delivery & Future Optimizations

There was consistent collaboration between our stakeholders, the design team, and engineering teams to ensure the functionality of the backend aligns with the newly created designs.

After the launch of MVP1, there's a plan to increase tracking and benchmarking of metrics over time. Additionally, the stakeholders and CX design team have compiled a comprehensive list of improvements to implement post-launch of the purchase flow.