ANDRE KRASICH | DIGITAL & UX DESIGNER, EDITOR, MOTION GRAPHICS ARTIST, ART DIRECTOR & CREATIVE STRATEGIST

GoTo Products – Free Trial, Purchase Conversion, & Edit Plans Experience

About

Within the product website experience, users were redirected to the ecommerce billing portal where they were required to login and go through multiple interaction steps to obtain a free trial or purchase a product (if their email address was already in the system).

With the team, we analyzed and learned user behaviors, goals, and gained analytics. In Addition, we identified that 1 out of 3 users, who were ready to purchase, would input their credit card information but abandon the experience due to unnecessary steps.

We also learned that within the current Edit Plans experience, users had a hard time comparing plans, comparing pricing, and comparing the features that met their needs. Finally, the current Edit Plans experience was not responsive across all browsers and devices. That problem was addressed by designing a new simplified, intuitive, and responsive experience.

Process & Goals

Performed heuristic evaluation on ecommerce billing portal and analyzed usability testing videos to identify user pain points
Identified all user entry points and challenges across multiple end-to-end product website experiences, where users can try or purchase a product
Storyboarded interaction flows and documented recommendations for improvements for the ecommerce billing portal and multiple product website experiences
Improved experience for users who are eligible and not eligible to try or purchase a product within the same interaction flow
Eliminated number of interaction steps that caused confusion and friction for users to try or purchase a product
Enhanced the edit plans experience to be responsive across all web browsers and devices
Optimized design elements on the purchase flow and the edit plans experience to match design patterns and user interface elements from product websites and ecommerce billing portal