EasyFlow Phase 1: Checkout
Creating an agnostic checkout tool to be used for all Canada Post Smartmail Marketing products
Phase 1 of Smartmail Marketing's (SMM) EasyFlow—a user-friendly, self-serve direct mail tool for medium to large businesses—we focused on creating one checkout tool that will be used by all SMM products. Previously, users navigated multiple outdated and cumbersome checkout tools. Our solution simplifies the process into a single, user-friendly experience, enhancing usability across all SMM products.
ROLES
Lead designerProduct designUI/UXResearch
TIMELINE
SEPT 2022 - JUN 2024
SEPT 2022 – AUG 2023
For over a year, I collaborated with product and development teams to deliver a new checkout tool, running parallel to the existing one accessible through direct mail product Precision Targeter. I designed high-fidelity prototypes in both English and French and worked closely with the QA team to perform user acceptance testing (UAT), while also leading design and content quality assurance.
OLD CHECKOUT
NEW CHECKOUT
// For a more detailed view, click here //
AFTER LAUNCH
Following the initial product launch in August, we implemented iterative changes based on user feedback. In December 2023, in partnership with the research team, we conducted user interviews to gain deeper insights into how users interact with Precision Targeter, understand the churn rate, and identify improvements for the new checkout experience.
We ran a severity and prioritization workshop to determine what issues we wanted to focus on. Changes included simplifying content and illustrations, enhancing the UI for improved visual clarity, and refining the overall flow and user experience.
General user issues
During our users interviews, we found that users weren't reading the content on the page, some actions weren't intuitive, and users found the tab experience confusing. User's also felt having all the information that needed to be filled out on a single page was overwhelming.
The solution
I proposed a two-step flow, moving the payment section to the next page and enhancing the tab experience by adding confirmed and error states. These updates made the process more intuitive and less overwhelming for users.
Explore other user issues and updates below
// May take a couple seconds to load //
EasyFlow Phase 1: Checkout
Creating an agnostic checkout tool to be used for all Canada Post Smartmail Marketing products
Phase 1 of Smartmail Marketing's (SMM) EasyFlow—a user-friendly, self-serve direct mail tool for medium to large businesses—we focused on creating one checkout tool that will be used by all SMM products. Previously, users navigated multiple outdated and cumbersome checkout tools. Our solution simplifies the process into a single, user-friendly experience, enhancing usability across all SMM products
ROLES
Lead designerProduct designUI/UXResearch
TIMELINE
SEPT 2022 - JUN 2024
SEPT 2022 – AUG 2023
For over a year, I collaborated with product and development teams to deliver a new checkout tool, running parallel to the existing one accessible through direct mail product Precision Targeter. I designed high-fidelity prototypes in both English and French and worked closely with the QA team to perform user acceptance testing (UAT), while also leading design and content quality assurance.
OLD CHECKOUT
NEW CHECKOUT
// For a more detailed view, click here //
AFTER LAUNCH
Following the initial product launch in August, we implemented iterative changes based on user feedback. In December 2023, in partnership with the research team, we conducted user interviews to gain deeper insights into how users interact with Precision Targeter, understand the churn rate, and identify improvements for the new checkout experience.
We ran a severity and prioritization workshop to determine what issues we wanted to focus on. Changes included simplifying content and illustrations, enhancing the UI for improved visual clarity, and refining the overall flow and user experience.
General user issues
During our users interviews, we found that users weren't reading the content on the page, some actions weren't intuitive, and users found the tab experience confusing. User's also felt having all the information that needed to be filled out on a single page was overwhelming.
The solution
I proposed a two-step flow, moving the payment section to the next page and enhancing the tab experience by adding confirmed and error states. These updates made the process more intuitive and less overwhelming for users.
Explore other user issues and updates below
// May take a couple seconds to load //
EasyFlow Phase 1: Checkout
Creating an agnostic checkout tool to be used for all Canada Post Smartmail Marketing products
Phase 1 of Smartmail Marketing's (SMM) EasyFlow—a user-friendly, self-serve direct mail tool for medium to large businesses—we focused on creating one checkout tool that will be used by all SMM products. Previously, users navigated multiple outdated and cumbersome checkout tools. Our solution simplifies the process into a single, user-friendly experience, enhancing usability across all SMM products.
ROLES
Lead designerProduct designUI/UXResearch
TIMELINE
SEPT 2022 - JUN 2024
SEPT 2022 – AUG 2023
For over a year, I collaborated with product and development teams to deliver a new checkout tool, running parallel to the existing one accessible through direct mail product Precision Targeter. I designed high-fidelity prototypes in both English and French and worked closely with the QA team to perform user acceptance testing (UAT), while also leading design and content quality assurance.
OLD CHECKOUT
NEW CHECKOUT
AFTER LAUNCH
Following the initial product launch in August, we implemented iterative changes based on user feedback. In December 2023, in partnership with the research team, we conducted user interviews to gain deeper insights into how users interact with Precision Targeter, understand the churn rate, and identify improvements for the new checkout experience.
We ran a severity and prioritization workshop to determine what issues we wanted to focus on. Changes included simplifying content and illustrations, enhancing the UI for improved visual clarity, and refining the overall flow and user experience.
General user issues
During our users interviews, we found that users weren't reading the content on the page, some actions weren't intuitive, and users found the tab experience confusing. User's also felt having all the information that needed to be filled out on a single page was overwhelming.
The solution
I proposed a two-step flow, moving the payment section to the next page and enhancing the tab experience by adding confirmed and error states. These updates made the process more intuitive and less overwhelming for users.
Explore other user issues and updates below
// May take a couple seconds to load //