giftee for Business Portal

Checkout redesign

Rebuilding a three-step checkout that lost people at the payment screen.

34%
fewer drop-offs
2.1s
faster to pay
−61%
support tickets
역할
Lead Product Designer
기간
6 weeks · 2024
2 designers, 4 engineers, 1 PM
플랫폼
Web · iOS

문제

Buyers who reached the payment screen frequently left without finishing. Session replays showed the same loop: a validation error cleared the card fields, and people retyped everything before giving up.

Support tickets pointed the same way — most mentioned re-entering details rather than the price or the products.

The old three-step flow. A validation error at step 3 returned an empty form.
The old three-step flow. A validation error at step 3 returned an empty form.

접근

We kept the three steps but made each one recoverable: fields validate as you leave them, errors never clear what was typed, and the card form remembers state across a failed attempt.

The order summary moved into a panel that stays visible, so the number being paid is never off-screen at the moment of decision.

Before — the card fields cleared on error.
Before — the card fields cleared on error.
After — the entry survives, the error sits beside the field.
After — the entry survives, the error sits beside the field.

결과

Drop-off at the payment step fell by roughly a third in the first month, and support volume about re-entering details went quiet.

The recoverable-field pattern was later reused by two other teams in the same product.

Drop-off by step, eight weeks either side of release.
Drop-off by step, eight weeks either side of release.

배운 점

The fix was never the visual design — it was refusing to throw away what someone had already typed. I would run the session replays before opening Figma next time, not after.

I would also push harder for the error-state work to be scoped in from the start. It was treated as polish, and it was the whole problem.