COMPANY

The Telegraph

COLLABORATORS

Product Manager
Business Analyst
Frontend Engineer
Copywriter

RESPONSIBILITIES

Research & Analysis
UX Design
UI Design

OVERVIEW

The checkout process underwent simplification through UX and UI optimisation to improve conversion rates. The goal was to streamline the user experience and enhance the interface to making it more user-friendly and intuitive for customers. Clear and concise instructions were implemented to optimise the checkout process, facilitating a smoother and more efficient conversion journey.

OBJECTIVE

In March 2023 The Telegraph has launched a 2-step version of the checkout across all journeys that had two aims:
1) To make payment the single purpose
2) To bring the designs inline with the new visual language

The roll out of the new checkout and alignement of the visual language in spring 2023 was a success. However, the business wanted to improve conversion further.

In this iteration, our aim was to enhance the initial checkout experience in a way that is more compelling to users and improves performance metrics.

Pain points: no option to pay via Express Checkout, so is required to enter their email first to get to the second step, where they can select Express Checkout

no subscription details are displayed on the first screen after a user clicks the CTA to subscribe, which could confuse potential subscribers. Without clarity on what they are paying for, this could lead to indecision or, in the worst-case scenario, drop-offs

Step 1: current checkout

Pain points: subscription details are taking half of the viewport on mobile, so the user has to scroll to be able to pay by card

no visual hierarchy between Express Checkout and alternative payment methods, so ther is no guidance on what difference it would make

Step 2: current checkout

IDEATE DESIGN

Through the data we had collected since launch, we were able to identify barriers to conversion. To prioritise Express Checkout, we made it the primary payment method on the first screen, this eliminates the need for users to enter their email address. Transparency was given by displaying the subscription details on the first step, which allows the user to confirm and validate their decision.
 

A/B TESTING

The journey needed to be remapped due to changes in the information architecture. The developed project successfully surpassed the control in the A/B test, demonstrating superior performance and is live since December 2023.

Drag image to see entire journey

OUTCOME

As a result of this redesign, conversion rates increased by 11%, equivalent to an estimated additional 0.6K weekly subscriptions. Additionally, there was a 3% increase in the utilisation of the ApplePay payment method, further validating the effectiveness in encouraging more users to complete their purchases.