Project
Purchase Flow UX Improvement

Year
Jul — August. 2025

RESPONSIBILITY | ROLE

UX Designer, UX Researcher

TEAM

Individual Project

THE PROBLEM

Users hesitate to complete purchases because key checkout information—shipping, fees, and delivery timelines—is not communicated clearly, resulting in lower trust and higher checkout abandonment.

WHAT I HAVE DONE

  • Redesigned the end-to-end checkout flow to improve pricing and shipping transparency.

  • Increased information clarity from 22–44% to 55% through iterative usability testing.

  • Reduced checkout friction by reorganizing pricing, shipping, and delivery information.

  • Produced 30+ high-fidelity screens and reusable UI components in Figma.

  • Validated design decisions through user testing and iterative design improvements.

Do you use E-Commerce often?

You’ve found the item you want, the price looks right, and you're ready to check out—
but suddenly the information becomes unclear. Shipping? Fees? Delivery timeline? You’re not sure anymore.

That moment of hesitation is all it takes for users to leave.
For a platform built on global transactions, this uncertainty directly impacts trust, conversions, and revenue.

This project tackles that critical gap—
by redesigning the checkout experience to bring clarity, confidence, and continuity to the user’s final step.

AS - IS

AS - IS USER FLOW

TO - BE

TO-BE USER FLOW

RESULT AND IMPACT

BACKGROUND

DESK RESEARCH

COMPETITOR ANALYSIS

DARK PATTERN

In particular, hidden fees and unexpected extra charges revealed
during the payment stage led to immediate user drop-off.

USER RESEARCH

SURVEY

20 Participated
09. 07 ~ 09. 10. 2025

Users want to see essential purchase information—
product details, shipping, taxes, refund policies, and final price—clearly at a glance.
The biggest pain point is confusion in the structure and visual hierarchy during the cart and checkout process.

Scattered shipping, tax, and coupon info

make the final price unclear, causing checkout drop-offs.

I designed a UX that highlights key info that users most need
and shows the final price clearly, helping users purchase with confidence.

SOLUTION

HOW TO SOLVE