Strategy, Service Design, UX/UI
Conceptualized and designed a new marketing website and e-commerce checkout flow so users could understand Dance’s value proposition better and checkout as seamlessly as possible. From Dance’s perspective, they wanted to increase awareness of their offering and increase conversion rate. My designs increased awareness by 18% and conversion rate by 23%.
Overview
Dance have launched their premium electric vehicle subscription offering over 4 months ago. With a spring launch around the corner, they had planned to release a new marketing campaign which included making a new marketing website from scratch, introducing a new e-vehicle, and expanding the Dance offering and service to more cities. Separate from this planned expansion, Dance had hope that the conversion rate would increase if they could optimize their marketing website and checkout flow.
My responsibilities
Strategy, service design, and UX/UI design
Competitive analysis, user flows (physical and digital experience), wireframes, weekly stakeholder critiques, iterations and refinements, final responsive web designs, final design handoff to engineering team, user feedback and follow-up optimizations
The ask
We need a higher conversion rate and for potential users to better understand the value of Dance's offering, with a specific focus on scalability.
Challenges
Dance's value not clearly communicated
Visitors to the marketing website had a hard time understanding the value of Dance's offering especially in relation to the price.
Too many barriers to checkout
Only 2.48% of users that visited out website completed checkout. Our current marketing website to access the checkout flow is extremely lengthy, and banks on interested, potential users opening an email to access checkout.
Current marketing website and checkout flow isn't scalable for Dance offering expansion
Both the current website and checkout flow wasn't able to deal with adding new vehicle types or cities.
How might we
…increase understanding of Dance's offering on the marketing website?
…increase the conversion rate for checkout, with a specific focus on scalability of the offering?
Solution
I designed Dance's new multi-page marketing website and checkout flow.
Takeaway #1
Better understanding of Dance's offering and value
With the complete redesign of the marketing website, viewers were able to quickly understand what Dance offered, it's value, and if they were interested in trying it out or not.
Takeaway #2
Lower barrier to entry
I removed and rethought any unnecessary steps before getting to the checkout flow. What used to take the user 5 steps, now takes the user just 1. The improved usability resulted in more users reaching checkout and a 23% increase overall in conversion rate.
Takeaway #3
Keep scalability in mind
My designs were easily scalable for Dance's expansion of vehicle types, cities, and add-ons as well as any others that were potentially to come in the future. Over 2 years later, Dance is still optimizing the checkout flow based on my designs.
Team
Bella Wu
Head of Growth
Amanda McMicken (Me)
Senior Product Designer
Nynke de Boer
Software Engineer
Vincent Garrigues
Principal Software Engineer
Philine Möller
Head of Marketing
Martin Norrlind
Senior Brand Designer
Retrospective
Contact me
Please reach out if you would like to see any project more in detail, interested work with me, or just wanna grab a coffee and chat!