WOM Checkout Redesign

WOM asked our cross-functional squad to fix a checkout that felt more like a form marathon than a quick purchase. I led UX strategy and UI design alongside a Scrum Master, Product Owner, and two developers, working in weekly sprints.

The Challenge

A single, overloaded screen confused shoppers and pushed many to quit before paying.

  • 1. All details—plan, delivery, contact info, payment—lived on one crowded screen with no visual hierarchy.
  • 2. Users faced long blocks of fields, some optional but unlabeled, making the flow feel messy and risky.
  • 3. Extra questions (e.g., alternate phone, second address) slowed people down and spiked abandonments.

    • The Solution

    We turned the clutter into a short, guided flow that only asks what’s really needed.

  • 1. Broke the process into three clear steps: Personal information ▸ Shipping method ▸ Pay, with a progress bar for reassurance.
  • 2. Trimmed or auto-filled fields: kept essentials, moved extras to account settings later.
  • 3. Added an order summary that updates in real time, so costs and data limits stay visible.

    • Project Result

    A smoother path meant happier customers and better numbers for the business.

  • 1. Checkout time dropped from ~6 min to under 2 min.
  • 2. Abandonment at the old “everything-on-one-screen” stage fell by 25 % in the first month
  • 3. Support tickets about “can’t finish purchase” fell noticeably, freeing agents for higher-value calls.

    • Project Result

    By turning an overwhelming screen into a simple three-step journey, we helped WOM convert more visitors into paying customers—no extra clicks, just a clearer way to finish the purchase.