Automated Buyflow
A case study on launching an automated buy flow for a leading mobile carrier
ROLE: UX / UI DESIGN, UX RESEARCH, STRATEGY | COMPLETED: JULY 2022
This work was completed while working as a consultant for CGI. This work is confidential and has been intentionally anonymized.
Project Overview
As the Design Lead on a cross-functional team for a leading mobile carrier, I spearheaded the design and launch of a fully automated buyflow for their online store. The project aimed to increase online sales by creating an intuitive and accessible experience that seamlessly navigated users from browsing to purchase. This case study details the approach, challenges, and outcomes of this user-centered design project.
Results
Successful Launch: The new buyflow launched within 6 months and received positive feedback from users and internal stakeholders.
Increased Sales and Satisfaction: The design led to a significant increase in online sales and improved customer satisfaction.
Collaboration and Efficiency: The project showcased the value of collaborative design, iteration, and data-driven decision-making.
Challenges
Cross-platform compatibility: The buyflow needed to function flawlessly across various devices and screen sizes.
Automation: Streamlining the purchase process to minimize user effort and clicks.
Brand consistency: Maintaining the brand identity and adhering to the established design system.
Approach
User Research: We conducted in-depth research to understand user needs, motivations, and pain points through stakeholder workshops, user interviews, and persona development.
User Journey Mapping: We mapped the existing buying process to identify touchpoints and potential friction points.
Wireframing and Prototyping: We iteratively developed low-fidelity wireframes and prototypes, conducting usability testing to gather user feedback and refine the design.
Collaboration and Iteration: We collaborated closely with the client's research and development teams, incorporating data-driven insights into each design iteration.
User flow that was created in the discovery phase with stakeholders.
User journeys based on persona.
We then created wireframes and prototypes to test the initial concepts and gather feedback from users. We worked closely with the client's CX research team to formulate testing environments, analyze results, and use the data to drive design iterations. We used the insights gathered from the research and testing to refine the designs and create a fully responsive and accessible buy-flow that worked seamlessly across different devices and platforms.
Prototype example created in XD
Conclusion
This project demonstrates the power of user-centered design in creating a seamless and successful online buying experience. By prioritizing user needs, collaborating effectively, and iterating based on data, we delivered a solution that exceeded expectations and achieved the client's business goals.