Checkout Experience
Wistia — 2022 to present
Project
Reimagining the checkout experience for Wistia customers to provide a smoother, more intuitive payment flow. This project focused on reducing friction points during the purchasing process and optimizing for conversion.
Results
+24% conversion rate
-18% cart abandonment
+15% average order value
Team
1 product manager, 3 engineers, 1 product designer (me!), 1 UX researcher
My role
Led the end-to-end redesign of the checkout experience, conducted user research, defined payment flows, and created a cohesive visual system for the purchasing journey
Timeline
Project kickoff - Q2 2022
Launch - Q4 2022
Post-launch optimization - Q1 2023
Key Results
Challenge
Wistia's checkout process had not been updated in several years and consisted of multiple pages with a high drop-off rate. Users frequently reported confusion about plan options and pricing details during the purchase flow.
Our challenge was to streamline the checkout experience while maintaining clarity around plan features and pricing, ultimately making it easier for customers to complete their purchases with confidence.
Approach
We began by conducting user interviews and analyzing drop-off points in the existing checkout flow. This research revealed several key pain points:
- Too many steps in the checkout process
- Confusion about what features were included in each plan
- Uncertainty about billing cycles and commitment
- Form fields that were unnecessary or redundant
Based on these findings, I developed a new single-page checkout experience that addressed each pain point while maintaining a clean, focused interface that aligned with Wistia's brand.
Outcome
The redesigned checkout flow resulted in a 24% increase in conversion rate and an 18% decrease in cart abandonment. Customer feedback has been overwhelmingly positive, with users specifically mentioning the clarity and ease of the new process.
Additionally, we saw a 15% increase in average order value, suggesting that the improved clarity around plan features helped customers choose plans that better suited their needs.
