Designed a user focused checkout flow to increase conversion rate and user engagement.
Designed a user focused checkout flow to increase conversion rate and user engagement.
About
Crexi is a commercial real estate company platform that specializes in commercial listings, auctions, and data analytics tools. We help with the process of buying, selling, and leasing commercial real estate.
Note: The final design shown includes a trial feature. However, due to business constraint, that specific feature was not deployed.
(Read More under "Constraints")
Project
Role / Product Designer
Tools / Figma
Team / Developers, Product Manager, Marketing
UX Research
UX Design
Marketing
Usability Testing
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Problem Statement
Crexi’s subscription plan (Intelligence) faces low conversion rates, with only .35% of users who complete the checkout process. This indicates potential usability issues or friction points that need to be addressed to improve user engagement and increase subscriptions.
Crexi’s subscription plan (Intelligence) faces low conversion rates, with only .35% of users who complete the checkout process. This indicates potential usability issues or friction points that need to be addressed to improve user engagement and increase subscriptions.
25
25
%
%
know the benefits of Crexi Intelligence
know the benefits of Crexi Intelligence
Design Process
Strategized the project in advance to make intentional decisions
Constraints
When business and design collide.
It can happen
As noted, the final design you are about to see is not the final deployed product at Crexi because at the time, this design did not meet the business need. That's okay, because in a perfect world, we follow what the user wants! However, at the end of the day, it is a business.
Background:
Users wanted to learn more about the product before subscribing.
One of the main reason for drop off was users did not clearly understand what they were subscribing to and what value it would bring to them. Much of our features were behind a paywall and it was difficult to present them the value of these product without interaction.
I walk you through more of the "why" in this design, but for more understanding, please read through my "Lesson Learned"
Heuristic Evaluation
Identified and assessed the pain point of Previous Site.
Crexi’s subscription process sees only 3.5% of users completing checkout, highlighting the need to streamline the user experience and boost conversion rates.
Market Research
Customers need confidence to purchase.
A product must clearly communicate its value. Crexi’s subscription process sees only 3.5% of users completing checkout, highlighting the need to streamline the user experience and boost conversion rates.
Indirect Competitors
Indirect Competitors
Direct Competitors
Direct Competitors
Do users’ responses align with this market research conclusion?
What pain points are they experiencing?
User Research
15 users were asked to fill out a survey
What are some pain points you've experienced subscribed to a plan?
0%
100%
73%
Experienced Difficulty in Cancellation
Users have experienced not being able to cancel their membership
0%
100%
93%
Confused Users
Users unsure which step they are currently on in the checkout process.
0%
100%
66%
Abandoned Users
Users have abandoned the checkout process due to a lack of clarity and transparency.
0%
100%
73%
Experienced Difficulty in Cancellation
Users have experienced not being able to cancel their membership
0%
100%
93%
Confused Users
Users unsure which step they are currently on in the checkout process.
0%
100%
66%
Lack Confidence
Mentioned that they were unsure about the product.
Your thoughts on our subscription plan, Intelligence?
Your thoughts on our subscription plan, Intelligence?
“
Not sure what Intelligence offers. What is the difference between a Free Account?”
Not sure what Intelligence offers. What is the difference between a Free Account?”
“
Why should I subscribe to it and what is the data on increased profit after subscribing?”
Why should I subscribe to it and what is the data on increased profit after subscribing?”
“
Sometimes I stray away from subscribing because the company charges me without communicating.”
Sometimes I stray away from subscribing because the company charges me without communicating.”
Problem & Solution
Summarize the data and focus on the most critical insights.
After collecting data from various research sources, I concentrated on crafting straightforward problem and solution statements. This allows me to reference them as I move forward with my design and articulate my design rationale.
Let’s utilize the data we gathered and ask the question...
How can we advocate for our users?
Design System
Typography
Crexi is a real estate company and that means it is serious business. Therefore, using a font style that is easy to reach and sleek where it look professional is important.
I spearheaded the redesign of the design system V3 which focused on usability & capturing user’s attention.
Proxima Nova
Regular
Medium
Semi-Bold
Bold
Color
After collecting data from various research sources, I concentrated on crafting straightforward problem and solution statements. This allows me to reference them as I move forward with my design and articulate my design rationale.
#0077DB
#0077DB
#5E63E5
#5E63E5
#185392
#185392
#E1F1FF
#E1F1FF
#8DCBFF
#8DCBFF
#7777FF
#7777FF
#196CB2
#196CB2
Final Design
Focused on Three Flows...
After collecting data from various research sources, I concentrated on crafting straightforward problem and solution statements. This allows me to reference them as I move forward with my design and articulate my design rationale.
01. Subscribe/Checkout
01. Subscribe/Checkout
02. Cancel Subscription
02. Cancel Subscription
03. Change Subscription
03. Change Subscription
Informing the User
The new design prioritizes helping users make informed decisions by highlighting key dates, prices, and clear comparisons. Previously, tracking checkout stages was challenging, but now users can easily follow the process and revisit prior choices as needed.
A Checkout that Gives User Options
Sign up / Log in During Checkout
User drop-off often occurs when the checkout process feels too lengthy. After consulting with developers on tech challenges, I proposed adding a sign-up or login option to retain non-member users.
One of The Biggest Frustrations...
How to Manage Subscription
Users wanted the freedom to make changes whenever needed. With dark patterns often limiting control, I focused on designing a user-friendly experience that respects their autonomy.
How to Manage Subscription
Users wanted the freedom to make changes whenever needed. With dark patterns often limiting control, I focused on designing a user-friendly experience that respects their autonomy.
One of The Biggest Frustrations...
Before your cancel...
This page was designed to support both the company and the user, giving users the option to pause, adjust, or learn more about their subscription before proceeding with cancellation. If they choose to cancel, they can share their reason, providing valuable insights for our product and sales teams to improve future experiences or offer personalized support.
Responsive Design
Device Users Want
Device Users Want
95% of Crexi users use mobile web compared to desktop. So it is always an important part of design process to consider and carefully design our the mobile web.
Part of our site is difficult to use on mobile web, but it has been an big innocentive to create a smooth transition between devices.
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SELECTED PROJECTS
SOCIALS
HANNA D. CHANG
Product Designer,
currently working in Los Angeles
Iterations
After Iterations and Discussion with Product, Marketing and Sales Team...
After Iterations and Discussion with Product, Marketing and Sales Team...
Before shipping off the final design, the cross functional teams came together not only to iterate but also push out A/B testing. This is an important process our team values as it gives us data to take our next action before making big impact changes.
Result
As a result, we designed a subscription billing system that not only converts users to subscribers but also offers them flexibility to change their plans.
Overall, this new design allowed conversion rate to go from .35% to 6%.
HANNA D. CHANG
Product Designer,
currently working in Los Angeles
Think I’d be a good fit for your team or project?
Let’s connect!
SELECTED PROJECTS
SOCIALS
HANNA D. CHANG
Product Designer,
currently working in Los Angeles
Think I’d be a good fit for your team or project?
Let’s connect!
SELECTED PROJECTS
SOCIALS
HANNA D. CHANG
Product Designer,
currently working in Los Angeles
Think I’d be a good fit for your team or project?
Let’s connect!
SELECTED PROJECTS
SOCIALS