Vista Outdoor (now Revelyst)
From Friction to Flow: Reducing Cart Abandonment with a One-Page Solution
Wireframing, Screen Flows, Visual Design, Interaction Design, D2C
Vista Outdoor (now Revelyst) is the parent company of more than three dozen renowned brands that design, manufacture and market sporting and outdoor products. They faced a notable issue with cart abandonment during the checkout process.
In response, I led a comprehensive redesign of the checkout experience with the objective of improving user experience and increasing conversion rates.
The primary goal was to streamline the checkout process, minimize user friction, and retain customers who were previously abandoning their purchases.
Through targeted design changes and user-centric enhancements, we aimed to create a seamless and efficient checkout experience that encouraged completion and increased overall sales.
My Role
As the UX designer, I was responsible for the project design lifecycle, from research assessment to final implementation. I collaborated closely with the product manager, user researchers, and the development team to ensure our solutions were user-centered and technically feasible.
User Problem Statement
Users encountered a modal prompting them to create an account during checkout, causing enough friction to result in cart abandonment.
Business Problem Statement
High cart abandonment rates directly impacted sales and customer retention.
Key Insights
Users preferred minimal steps in the checkout process.
The modal introduced an unexpected step that disrupted the user flow.
Users were more likely to complete their purchase if the checkout process remained on a single page.
Single Page Checkout
Consolidated all checkout steps (shipping, billing, and payment information) onto one page to minimize navigation, server calls and clicks.
Deferred Account Creation
Allowed users to complete their purchase first, with an option to create an account after the transaction was confirmed. This reduced initial friction and encouraged account creation post-purchase.
Pre-Populated Fields
Utilized pre-filled fields for returning customers to expedite the process and reduce input errors.
Incentives for Account Creation
Offered incentives such as discounts on future purchases to encourage users to create an account after their first purchase.
The redesign of the checkout process significantly improved the user experience and business outcomes.
By simplifying the checkout to a single page and deferring account creation, we reduced friction and encouraged more users to complete their purchases.
Decrease in Cart Abandonment Rate
The new design resulted in an 11% reduction in cart abandonment.
Increase in Conversion Rate
There was a 10% increase in successful checkouts, and of those, greater than 60% created an account.
Increased Customer Satisfaction
Post-implementation surveys indicated positive feedback with the checkout experience.