Role (UI/ UX Designer)
UI/UX designer for International drivers association. The service is web based, with accent on order checkout page and admin panel for customer service. I was responsible for creating design screens, user flow and prototyping for front end design and admin panel design.
The overall goal is for client to order drivers license. The main challenge was to lower the current drop off percentage we had on our checkout page.
We had to do quantitative analysis on number of visits, pages they are coming from, demography, time spent on pages, devices, profiling etc. Also, we included A/B testing and heatmap tools to really see how the users experience our platform. We have come to the conclusion that the main problem customers are facing is confusing form for ordering.
We then edited current form:
- added google lookup address api
- make questions more user friendly
- we removed notes REQUIRED on certain fields
- make clear CTA's
Less drop off on final steps of the checkout process. Cognitive load was lowered and we had more conversion. Also, the admin panel for customer service was redesignes also, in accordance with change in front end forms.
As seen above we have transformed the first form in multiple steps, with better UI and more friendly approach. All this was done for mobile also.
User task flow
Page 3: Checkout mobile
Work also involved designing admin dashboard for customer service, migration from Wordpress Wocommerce to custom built dashboard.