Crowdstrike: Ecommerce Checkout Flow
results of the design
Financial Impact: Our redesign led to a remarkable 42% increase in quarter-over-quarter revenue.
Usability Success: We achieved a 100% success rate in usability tests, indicating a seamless checkout experience for all users.
Background Information
Crowdstrike, a cybersecurity industry leader, sought to broaden its market to include small and medium-sized businesses (SMBs). My role was pivotal in transforming the ecommerce store to facilitate direct software sales to this new customer segment.
Problem Being Solved
Streamlining the Checkout Experience: The core challenge was designing a checkout process that minimized cognitive load. This was essential to meet our dual goals of expanding our SMB client base and ensuring a smooth user checkout process.
Target User
Software Procurement Professionals in SMBs: These individuals are responsible for purchasing software for their companies. A deep understanding of their purchasing behavior was key to creating an effective design.
Design Constraints & Challenges
Evolving Priorities: We navigated through constant changes, such as delayed shopping cart features and new payment options.
Team Dynamics: The departure of the UX manager and learning curves with Chargebee, our payment processor, posed significant challenges.
Balancing Stakeholder Input: Collaborating with multiple teams, including two marketing teams and the engineering team, required careful management and communication.
Adaptation Strategy: I adapted designs to shifting requirements and played a crucial role in facilitating cross-team alignment.
Competitive Research
My analysis of platforms like Shoppay, Clover, and eBay provided insights into effective strategies for reducing user cognitive load, guiding our design choices.
Design Process and Decision
Ideation Phase: I explored several layouts, prioritizing ease of use:
1. Tabs Layout: Simplified the payment process into smaller sections.
2. All-in-One Layout: Chosen for its straightforward, linear flow, particularly effective on mobile devices.
3. Sidebar Layout: A more innovative approach, later discarded due to project scope changes.
Selected Design: The All-in-One Layout was chosen for its intuitive progression and mobile device compatibility.
New customer
Existing customer
Concluding Thoughts
Lessons Learned: The project underscored the importance of adaptability in UX design. It was a practical application of Bruce Lee’s philosophy, "Be water, my friend," demonstrating the value of flexibility in the face of unexpected challenges.
Looking Back: If given the chance, I would advocate for an earlier project launch to avoid some delays, enhancing project efficiency.