I took charge of designing Fabric's new purchase page for their Term Life Insurance product, aiming for several key objectives. Our primary goal was to enhance consumer education, ensuring that users have a clear understanding of the product and its benefits. Additionally, we aimed to increase the time users spend on the page, allowing them to absorb information thoroughly. Ultimately, our focus was on improving the conversion rate, making the purchasing process seamless and compelling for potential customers.
Build a new purchase experience that grabbed users’ attention, and offered them the best deal for their current budget, and future. From our research industry standard is around a 40% conversion rate.
Given the significant impact of this project on both the product and the business, we prioritized research. This perspective was crucial for identifying successful aspects and areas needing improvement. These insights guided our design direction for the new iteration.
Our research strategy comprised four methods to comprehensively understand our users, validate our personas, and confirm our hypotheses.
By analyzing our ability to track users via each question, we could identify our highest drop-off points and points of frustration, enabling us to tailor our user experience and address specific pain points, ultimately improving overall satisfaction and engagement.
We established two set days for user interviews, we sent out emails to customers who had purchased and to those who did not. We talked to them for 15 minutes and talked about what worked vs what didn’t. If they didn’t purchase we asked them what prevented them and vice versa.
Our approach to watching these sessions mirrors data mining. We meticulously pinpoint key points and areas for improvement during our analysis. This method guides us in refining our strategies for more effective future presentations.
We validated our hypotheses by creating small prototypes for testing on usertesting.com before moving to engineering. This approach helped us gather early user insights and refine our designs iteratively for optimal usability and product success.
The overall goal of this project was to convert users into customers. From a customer standpoint, we were trying to remove as much friction as possible. From a business standpoint, we wanted to increase conversion and get the customer to purchase a higher premium.
Introducing Fabric's new purchase page — the page is optimized for quick interactions, mobile-first, and provides a lightning-fast checkout experience. Paired with beautiful new design patterns, the page acts as an educational piece as well so a customer who is cautious to purchase can be empowered to make a purchase that not only benefits them, but their family.
The new checkout page contains extensive information, and the call to action can sometimes get lost when users scroll. To address this, we implemented a system where a floating button appears whenever the primary button is out of the viewport. This ensures that users can explore the webpage while still being able to efficiently complete their checkout.
Inspired by classic e-commerce strategies, we aimed to speed up the checkout process. Previously, users had to confirm and double-confirm their purchase, which slowed things down. We streamlined this by adopting a traditional checkout approach, allowing users to make their selection and then complete the purchase with their credit card information in a single, efficient flow.
The purchase page has been live for a little over a month and within hours of the launch we saw our purchase rate spike from 20% to around 25%. Along with an increase in conversion, we also saw an uptick in the overall value of the premium that customers were purchasing. Lastly, leveraging user interviews, and surveys customers also reported feeling better about their purchase and considered themselves more educated post-purchase.
This project was incredibly daunting for me, very rarely does a solo designer get to work on such a vital piece of a product. In this case, I learned the incredible value of designing and testing efficiently. Along with this, I learned the value of leveraging psychology to help aid in business goals and as always it gave me the chance to work with some incredibly talented people in cross-collaboration style.