Increasing checkout conversion
Company
Foleja
Role
UI/UX Designer
Timeframe
2 Weeks
When
February, 2025
TL;DR
Redesigned Foleja's mobile checkout after analytics revealed high drop-off rates. Transformed lengthy forms into a sticky bottom sheet interface optimized for mobile users (70% of traffic). Convinced stakeholders to adopt smart defaults using Amazon/Airbnb competitor analysis.
(Old)
(New)
Key problems
High mobile drop-off rates during payment selection
Excessive scrolling required to complete purchase
Stakeholder resistance to changing payment options layout
Poor information hierarchy burying key pricing details
Friction from re-entering payment preferences repeatedly
Accessibility issues with small touch targets and text
What I Did
Analyzed user behavior with Microsoft Clarity to find pain points
Convinced stakeholders using competitor analysis (Amazon, Airbnb)
Collaborated cross-functionally with design and development teams
Designed sticky bottom sheet optimized for mobile-first experience
Implemented smart defaults with easy change options
Enhanced accessibility with larger targets and better contrast
Improved visual hierarchy using color psychology for discounts
Checkout screen
Transformed Foleja's checkout from a conversion-killing long form into a thumb-friendly interface. The sticky bottom sheet keeps purchase actions always visible while presenting essential information above the fold, following successful patterns used by Amazon and Airbnb.
(Old)
(New)
Added quantity adjustment controls to enable upselling opportunities directly in checkout
Enhanced discount visibility using green color psychology to signal positive pricing changes
Restructured order summary with improved information hierarchy for pricing, taxes, and discounts
Streamlined product information with clearer description layout and visual emphasis on savings
Payment & shipping methods
Overcame stakeholder resistance by demonstrating how industry leaders prioritize convenience over showing all options. Smart defaults with prominent "Change" buttons reduce cognitive load while maintaining user control, directly addressing drop-off patterns from analytics.
(Old)
(New)
(New)
Redesigned active states with modern, on-brand styling to clearly indicate selected payment methods
Added trust signals with transparent messaging about no hidden fees or extra charges
Introduced shipping method selection with consistent iconography and supporting details for user confidence
Enhanced option clarity with improved visual treatment and supporting information for all methods
Clarity
Enhanced mobile accessibility with WCAG-compliant touch targets (44px minimum) and improved text contrast. The sticky interface eliminates excessive scrolling while keeping actions within thumb reach, reducing strain for the 20-35 mobile-dominant user base.
(Old)
(New)
Increased font sizes in product descriptions with improved text spacing for better readability hierarchy
Optimized UX copy to be action-oriented and clear across all checkout states
Enhanced visual contrast ensuring accessibility compliance while maintaining brand consistency
Improved information architecture making critical pricing and shipping details easily scannable
Reflection
This project highlighted the importance of data-driven design decisions and effective stakeholder communication. Microsoft Clarity's user behavior insights were crucial in identifying specific pain points, while competitor analysis provided the evidence needed to overcome internal resistance to UX best practices. The mobile-first approach directly addressed Foleja's user demographics and traffic patterns. Working within technical constraints while advocating for user-centered solutions demonstrated how UX research can drive business decisions. Future testing will validate whether the sticky CTA and streamlined payment flow achieve the projected conversion improvements seen in similar mobile e-commerce redesigns.
Hi,
This project is currently only available for view on desktop. Sorry for the inconvinience!
Hi,
This project is currently only available for view on desktop. Sorry for the inconvinience!
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Full redesign
Full redesign
Full redesign
Full redesign
Data-driven design
Data-driven design
Data-driven design
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E-commerce
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+25%
+25%
+25%
+25%
Homepage engagement.
Homepage engagement.
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+15%
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+15%
+15%
Product click-throughs.
Product click-throughs.
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Replate: A food-waste reduction app.
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Replate: A food-waste reduction app.
A mobile-first app connecting Kosovars with unsold meals — inspired by Too Good To Go, with local payments and meal donation features to fight food waste and help low-income users.
A mobile-first app connecting Kosovars with unsold meals — inspired by Too Good To Go, with local payments and meal donation features to fight food waste and help low-income users.
A mobile-first app connecting Kosovars with unsold meals — inspired by Too Good To Go, with local payments and meal donation features to fight food waste and help low-income users.
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End-To-End Design
End-To-End Design
End-To-End Design
End-To-End Design
Sustainable
Sustainable
Sustainable
Sustainable
Ethical Design
Ethical Design
Ethical Design
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2,000 kg
2,000 kg
2,000 kg
2,000 kg
Potential food waste reduction.
Potential food waste reduction.
Potential food waste reduction.
Potential food waste reduction.
90%
90%
90%
90%
Found ethical.
Found ethical.
Found ethical.
Found ethical.
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