HSE webshop
Seamless Checkout Experience
As the Manager of Digital Product Design at HSE Web Shop (2020–2022), I spearheaded the design and optimization of the checkout process. Leveraging insights from Google Analytics, internal data, and user feedback, I consistently enhanced the user experience. I worked closely with stakeholders to align their needs with business goals and collaborated with developers to simplify technical challenges.
HSE webshop
Seamless Checkout Experience
As the Manager of Digital Product Design at HSE Web Shop (2020–2022), I spearheaded the design and optimization of the checkout process. Leveraging insights from Google Analytics, internal data, and user feedback, I consistently enhanced the user experience. I worked closely with stakeholders to align their needs with business goals and collaborated with developers to simplify technical challenges.
HSE webshop
Seamless Checkout Experience
As the Manager of Digital Product Design at HSE Web Shop (2020–2022), I spearheaded the design and optimization of the checkout process. Leveraging insights from Google Analytics, internal data, and user feedback, I consistently enhanced the user experience. I worked closely with stakeholders to align their needs with business goals and collaborated with developers to simplify technical challenges.
Key metrics
Conversion rate
Error rate of forms
Average/Median checkout time
Order rejection rate
Key metrics
Conversion rate
Error rate of forms
Average/Median checkout time
Order rejection rate
Key metrics
Conversion rate
Error rate of forms
Average/Median checkout time
Order rejection rate
Year
2020
Services
User research
User experience
Wireframe
Interaction design
User interface
Design system
Prototype
User test
Visit
https://www.hse.de
Year
2020
Services
User research
User experience
Wireframe
Interaction design
User interface
Design system
Prototype
User test
Visit
https://www.hse.de
Year
2020
Services
User research
User experience
Wireframe
Interaction design
User interface
Design system
Prototype
User test
Visit
https://www.hse.de
Streamlined ordering process
The checkout process starts from shopping cart to confirmation page, provides two options: login or guest checkout. It consists of three steps: entering the address, selecting a payment method, and confirming the order (with redirection). For logged-in users, pre-filled data ensures a faster and more seamless order completion.
Streamlined ordering process
The checkout process starts from shopping cart to confirmation page, provides two options: login or guest checkout. It consists of three steps: entering the address, selecting a payment method, and confirming the order (with redirection). For logged-in users, pre-filled data ensures a faster and more seamless order completion.
Streamlined ordering process
The checkout process starts from shopping cart to confirmation page, provides two options: login or guest checkout. It consists of three steps: entering the address, selecting a payment method, and confirming the order (with redirection). For logged-in users, pre-filled data ensures a faster and more seamless order completion.
User
User interviews and testing revealed that the primary demographic of HSE Web Shop customers is German women aged 45 and older. These users value easy navigation, simple steps, clear instructions, and accessible design. Notably, maintaining a minimum font size of 16px is essential for ensuring readability and meeting their needs.
User
User interviews and testing revealed that the primary demographic of HSE Web Shop customers is German women aged 45 and older. These users value easy navigation, simple steps, clear instructions, and accessible design. Notably, maintaining a minimum font size of 16px is essential for ensuring readability and meeting their needs.
User
User interviews and testing revealed that the primary demographic of HSE Web Shop customers is German women aged 45 and older. These users value easy navigation, simple steps, clear instructions, and accessible design. Notably, maintaining a minimum font size of 16px is essential for ensuring readability and meeting their needs.
Guest checkout
Approximately 25% of orders are placed by guest users. New customers who provide a new email address are automatically guided to the guest checkout, starting with address entry. During the process, guest users are given the option to register seamlessly.
Guest checkout
Approximately 25% of orders are placed by guest users. New customers who provide a new email address are automatically guided to the guest checkout, starting with address entry. During the process, guest users are given the option to register seamlessly.
Guest checkout
Approximately 25% of orders are placed by guest users. New customers who provide a new email address are automatically guided to the guest checkout, starting with address entry. During the process, guest users are given the option to register seamlessly.
Payment method preferences by user type
Used by logged-in users
Invoice
** %
Invoice
** %
Invoice
** %
Direct Debit
** %
Direct Debit
** %
Direct Debit
** %
PayPal
* %
PayPal
* %
PayPal
* %
Installment
* %
Installment
* %
Installment
* %
Used by guest users
Invoice
** %
Invoice
** %
Invoice
** %
PayPal
** %
PayPal
** %
PayPal
** %
Direct Debit
** %
Direct Debit
** %
Direct Debit
** %
Installment
* %
Installment
* %
Installment
* %
Payment method prioritization
Considering user preferences for payment methods, I've prioritized and arranged them accordingly. Although invoices are popular, they present a security risk due to potential defaults within the 14-day payment window upon receipt of goods. Consequently, I've ranked invoices second, with PayPal as the top choice. While credit card payments lack user data, marketing surveys suggest they'll rank fourth.
Payment method prioritization
Considering user preferences for payment methods, I've prioritized and arranged them accordingly. Although invoices are popular, they present a security risk due to potential defaults within the 14-day payment window upon receipt of goods. Consequently, I've ranked invoices second, with PayPal as the top choice. While credit card payments lack user data, marketing surveys suggest they'll rank fourth.
Payment method prioritization
Considering user preferences for payment methods, I've prioritized and arranged them accordingly. Although invoices are popular, they present a security risk due to potential defaults within the 14-day payment window upon receipt of goods. Consequently, I've ranked invoices second, with PayPal as the top choice. While credit card payments lack user data, marketing surveys suggest they'll rank fourth.
Next project
HSE webshop
Scalable Design System
Next project
HSE webshop
Scalable Design System
Next project
HSE webshop
Scalable Design System