1. Overview (Project summary)
2. Problem (What needed to be solved)
3. Process (How you approached it)
4. Solution (What you created/delivered)
5. Results (The impact)
6. Learnings (What you'd do differently)

# Redesigning the Checkout Flow
 
**Company:** E-Commerce Inc.
**Role:** Lead Product Designer
**Timeline:** 6 weeks
**Team:** 2 designers, 3 engineers, 1 PM
 
**Summary:** Reduced cart abandonment by 35% through a streamlined 3-step checkout process, generating $2M in recovered revenue.

## The Problem
 
E-Commerce Inc. was experiencing 68% cart abandonment—significantly higher than the industry average of 55%. Exit surveys and user research revealed several issues:
 
- **Too many steps:** Our checkout had 7 screens
- **Forced account creation:** Users had to register before purchasing
- **Hidden costs:** Shipping wasn't shown until step 5
- **Mobile friction:** Forms weren't optimized for mobile
 
**Goal:** Reduce cart abandonment to below 50% within 3 months.
 
**Constraints:**
- No changes to existing payment integrations
- Had to maintain PCI compliance
- 6-week timeline before holiday season

## Process
 
### Research
I started by understanding the problem deeply:
- Analyzed Mixpanel funnel data for drop-off points
- Conducted 10 user interviews with recent abandoners
- Reviewed heatmaps and session recordings
- Benchmarked against 5 competitor checkout flows
 
**Key Insight:** 73% of drop-offs occurred at the account creation screen. Users wanted to purchase, not commit to a relationship.
 
### Ideation
I explored several approaches:
1. Guest checkout only (simplest)
2. Social login options (lower friction)
3. Progressive profiling (collect info over time)
4. One-page checkout (Amazon-style)
 
After weighing feasibility, timeline, and impact, we chose a hybrid approach...
 
### Decisions Made
- **Guest checkout first:** Made registration optional and post-purchase
- **Transparent pricing:** Showed shipping on the first screen
- **Mobile-first design:** Designed for mobile, then adapted for desktop
- **Progress indicator:** Added clear "Step 1 of 3" indicator

## Solution
 
### The New Checkout Flow
 
**Before:** 7 screens with mandatory registration
**After:** 3 screens with optional guest checkout
 
[IMAGE: Before/After comparison]
 
### Key Changes
 
**1. Transparent Pricing Widget**
[IMAGE: Pricing widget mockup]
Showed order total, shipping, and taxes from the start. No surprises.
 
**2. Guest Checkout Option**
[IMAGE: Guest checkout screen]
Made account creation optional with clear value proposition for why to register.
 
**3. Smart Form Design**
[IMAGE: Form design]
- Single-column layout on mobile
- Auto-format for phone/card numbers
- Address autocomplete integration
- Clear error messaging
 
**4. Trust Signals**
Added security badges, money-back guarantee, and customer service contact throughout the flow.

## Results
 
### Primary Metrics (90 days post-launch)
 
| Metric | Before | After | Change |
|--------|--------|-------|--------|
| Cart Abandonment | 68% | 44% | -35% |
| Checkout Completion | 32% | 56% | +75% |
| Mobile Conversion | 18% | 41% | +128% |
| Revenue per Visitor | $2.40 | $3.85 | +60% |
 
### Business Impact
- **$2M additional revenue** in first quarter
- **15% increase in mobile orders**
- **Customer support tickets about checkout** dropped by 45%
 
### Secondary Effects
- Account creation actually increased 20% (post-purchase)
- Average order value stayed stable
- Return customer rate improved

## Learnings
 
### What Worked
- **Early user research** prevented us from building the wrong solution
- **Cross-functional alignment** meetings kept everyone on the same page
- **Launching with analytics** let us measure impact immediately
 
### What I'd Do Differently
- **More A/B testing:** We launched the full redesign at once. Would have preferred to test individual changes to understand what drove results.
- **Earlier mobile focus:** We designed desktop-first then adapted. Starting mobile-first would have been more efficient.
- **Stakeholder education:** Spent too long convincing leadership. Would start stakeholder alignment earlier next time.
 
### Skills Developed
- Advanced Figma prototyping
- Working with A/B testing frameworks
- Presenting data-driven design decisions to executives

# CASE STUDY: [PROJECT NAME]
 
## Quick Facts
-**Role:** [Your role]
-**Company:** [Company]
-**Timeline:** [Duration]
-**Team:** [Team composition]
-**Impact:** [One-line result]
 
---
 
## Overview
[2-3 sentence summary of the project]
 
## Problem
[Context and challenges - what needed to be solved]
 
## Process
### Research
[What you learned]
 
### Approach
[How you tackled it]
 
### Key Decisions
[Important choices and rationale]
 
## Solution
[What you built/created - include visual descriptions]
 
### Feature 1
[Description]
 
### Feature 2
[Description]
 
## Results
[Quantified impact]
 
| Metric | Before | After | Change |
|--------|--------|-------|--------|
 
## Learnings
[Reflections and growth]
 
---
 
## Visual Asset List
[List of images/screenshots needed]