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Project 2

Marketplace for 30-mins food and grocery delivery

Quick Commerce

Marketplace for 30-mins food and grocery delivery

Boosting Conversion Rates for E-commerce Checkout

[Project Overview]

Faced with the urgent need for rapid, reliable access to essentials on campus during COVID, I built a three-sided quick commerce marketplace that connects students, local merchants, and delivery partners. By integrating ultra-fast ordering, real-time tracking, and seamless payment systems, we enabled 30-minute deliveries while enhancing convenience, boosting community engagement, and ensuring a smooth, efficient shopping experience for all users.

[Problem Statement]

The platform struggled with a 40% cart abandonment rate during checkout. Users encountered unclear error messages, redundant fields, and poor mobile optimization, leading to frustration and drop-offs.

[Industry]

Quick Commerce

[My Role]

Product Manager

[Platforms]

Web, iOS & Andriod

[Timeline]

January 2024- March 2024

View Live Project

View Live Project

[Persona]

Jhon Roberts

Marketing Manager

I just want the checkout to be quick and painless—no surprises or unnecessary steps!

Age: 29

Location: New York City

Tech Proficiency: Moderate

Gender: Male

[Goal]

Quickly complete purchases without interruptions.

Trust the platform to handle her payment securely.

Access a seamless mobile shopping experience.

[Frustrations]

Long or confusing checkout processes.

Error messages that don’t explain the issue.

Poor mobile optimization that slows her down.

[Process]

[01] User Research

Conducted user interviews with 15 participants to understand their frustrations and preferences.

Analyzed user behavior data to pinpoint where users dropped off in the process.

Benchmarked against competitors to identify best practices for checkout flows.

[01] User Research

Conducted user interviews with 15 participants to understand their frustrations and preferences.

Analyzed user behavior data to pinpoint where users dropped off in the process.

Benchmarked against competitors to identify best practices for checkout flows.

[01] User Research

Conducted user interviews with 15 participants to understand their frustrations and preferences.

Analyzed user behavior data to pinpoint where users dropped off in the process.

Benchmarked against competitors to identify best practices for checkout flows.

[02] Insights

Users were frustrated by unclear error messages and redundant form fields.

Mobile users struggled with small buttons and unresponsive layouts.

Trust the platform with her payment and personal information.

[02] Insights

Users were frustrated by unclear error messages and redundant form fields.

Mobile users struggled with small buttons and unresponsive layouts.

Trust the platform with her payment and personal information.

[02] Insights

Users were frustrated by unclear error messages and redundant form fields.

Mobile users struggled with small buttons and unresponsive layouts.

Trust the platform with her payment and personal information.

[03 Design Solution]

Simplified the checkout process into three steps: Cart Summary, Payment.

Added features like autofill suggestions and real-time error.

Added features like autofill suggestions and real-time error.

[03 Design Solution]

Simplified the checkout process into three steps: Cart Summary, Payment.

Added features like autofill suggestions and real-time error.

Added features like autofill suggestions and real-time error.

[03 Design Solution]

Simplified the checkout process into three steps: Cart Summary, Payment.

Added features like autofill suggestions and real-time error.

Added features like autofill suggestions and real-time error.

[04] Testing & Iteration

Conducted A/B testing with 500 users, comparing the original and redesigned flows.

Gathered feedback through usability testing and refined the design based on user input.

Designed a mobile-first layout with larger touch-friendly buttons and simplified navigation.

[04] Testing & Iteration

Conducted A/B testing with 500 users, comparing the original and redesigned flows.

Gathered feedback through usability testing and refined the design based on user input.

Designed a mobile-first layout with larger touch-friendly buttons and simplified navigation.

[04] Testing & Iteration

Conducted A/B testing with 500 users, comparing the original and redesigned flows.

Gathered feedback through usability testing and refined the design based on user input.

Designed a mobile-first layout with larger touch-friendly buttons and simplified navigation.

[Outcome]

25% increase in checkout completion rates.
30% reduction in cart abandonment on mobile devices.
40% improvement in perceived ease of use, as measured by post-launch surveys.

[Key Learnings]

Simplification is key

Users value a quick and easy process, especially on mobile.

Simplification is key

Users value a quick and easy process, especially on mobile.

Simplification is key

Users value a quick and easy process, especially on mobile.

Iterative testing pays off

Regular testing uncovered hidden issues and ensured the design met user needs.

Iterative testing pays off

Regular testing uncovered hidden issues and ensured the design met user needs.

Iterative testing pays off

Regular testing uncovered hidden issues and ensured the design met user needs.

Details matter

Small improvements, like error validation and mobile optimization, had a significant impact.

Details matter

Small improvements, like error validation and mobile optimization, had a significant impact.

Details matter

Small improvements, like error validation and mobile optimization, had a significant impact.

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