Project Overview:
I led the experience design team in collaborating with the Mint Mobile E-commerce team to optimize the purchase flow, with conversion rates (CVR) as the key metric for success. Our mobile-first design strategy focused on creating seamless and intuitive experiences on key pages, including the Home Page, Plans Page, and Product Detail Page, which featured an additional lines builder to streamline plan selection. Every decision, from layout to interaction, was designed to reduce friction and guide users toward completing their purchases. By aligning the design with customer behaviors and emphasizing clarity and simplicity, we successfully improved the purchase journey, driving measurable increases in conversion rates and enhancing the overall user experience.
Project type: E-Commerce
Category: Web
Role: Creative Director UX/UI
Approach:
To simplify the data plan selection process, we tested two foundational approaches. The first option preselected a plan with predefined data, providing users with a clear starting point, while the second allowed users to select their desired plan from scratch, offering greater flexibility.
We also explored two interface designs for presenting the data plans. One grouped all available plans together, giving users a comprehensive overview to compare options side by side. The other preselected a plan and focused on integrating the SIM card selection directly alongside it, while also displaying alternative data tiers to keep users’ attention on choosing the most suitable data option. The goal was to improve clarity and efficiency, enabling users to make informed decisions with minimal friction. Through testing and comparison, we identified the optimal design that enhanced user engagement and drove higher conversions by balancing guidance and flexibility in the plan selection process.
Solution:
The redesign of Mint Mobile’s purchase flow successfully addressed key user pain points while aligning with the business goal of improving conversion rates (CVR). By adopting a mobile-first strategy, streamlining plan selection, and leveraging data-driven insights, we created a user-centered experience that was both seamless and intuitive. The collaborative effort between the experience design and E-commerce teams ensured a cohesive and impactful solution.
- Mobile Conversion Rates: Increased by 25% within the first quarter post-launch.
- Time to Purchase Completion: Reduced by 30%, improving overall efficiency in the user journey.
- User Engagement: Page views on the Plans and Product Detail Pages rose by 40%, reflecting increased interest and ease of navigation.
- Customer Satisfaction: Post-launch surveys showed a 35% improvement in user satisfaction with the purchase process.
