We were asked to investigate a checkout process, in order to understand why conversion had dropped. In order to do this a process for investigation was developed.

We created a number of user personas based on data that was available on the audience. These personas gave us a starting point in understanding the type of users we would need to select for user testing

The next step was to create a script for user testing based on our own user flows for the process. User tests were conducted both in-place and using a user testing platform. We collected the results of this testing process and compared them to our own hypothesis.

Using the research we had collected, we wireframed ideas, both in low fidelity and in high fidelity. Gradually refining the checkout process until we had something that we could prototype.

Prototypes were created from the wireframes and further testing was conducted with users. This lead on to the prototypes being built by the development team and set up as an AB test with the existing checkout process.