UI/UX EngineerE-commerceIntermediate
Product Designer in E-commerce: Fixing Checkout Drop-Off
Evaluate user drop-off data in a mobile checkout flow and redesign the user journey to improve purchase completion rates.
Context
You are a Product Designer at a mobile e-commerce platform. Over the past two quarters, checkout drop-off has climbed from 38% to 54%, causing significant revenue loss. Product leadership suspects the issue is insufficient payment methods and wants to add three new e-wallet integrations. However, user feedback indicates friction earlier in the checkout interaction. You have 30 minutes to review the UX analytics, identify the core interaction bottlenecks, and propose an actionable redesign.
Your Task
Submit your redesign proposal in exactly three parts:
- Recommendation — your core UX and flow redesign decision.
- Impact — expected changes in checkout completion, task completion time, and business metrics.
- Implementation Plan — sequence of wireframing, usability testing, design system updates, and developer handoff with timeline and owners.
Available Data
Checkout Step Completion Rates (Last 30 Days)
| Step | Screen / Interaction | Completed Sessions | Drop-Off Rate |
|---|---|---|---|
| 1 | Cart Overview | 120,000 | 12% |
| 2 | Shipping Address Entry | 105,600 | 41% |
| 3 | Delivery Method Selection | 62,304 | 9% |
| 4 | Payment Selection & Review | 56,696 | 28% |
| 5 | Order Confirmation | 40,821 | -- |
Interaction Notes
- Shipping Address Entry requires 9 mandatory input fields on a single screen without inline validation.
- On screens with viewport heights under 700px, the 'Save and Continue' CTA is pushed below the fold when the virtual keyboard is active.
- The Payment Selection screen displays all active payment options with an average load time of 1.2 seconds.