SUMMARY

The iFLY Indoor Skydiving brand wanted to implement a book, buy and checkout process on their website to make it a true e-commerce site and increase conversion.

GOALS & OBJECTIVES

• Increase conversion 20%+
• Reduce dependencies on Customer Service phone calls to complete transactions
• Identify upsell and cross-sell opportunities
• Eliminate hesitation and reinforce security / trust

MY ROLE

• Research best UX cart practices and make recommendations on steps and content
• Design and implement UX process for booking, buying and scheduling iFLY Flights
• Review usability testing sessions and identify friction in existing process
• Convince the CMO I’m not crazy.

CHALLENGES

• No in-house Designers to guide in existing UX Patterns
• Few dev resources in-house and hadn’t worked with the team previously
• Pricing changed by Location and Time of Day

HISTORY

The existing iFLY website was not a fully functional E-Commerce site. Orders had to be placed essentially as gift cards or vouchers that had to be scheduled on the phone or at an individual iFLY location. I was brought in to build them a fully functional cart.

RESEARCH

• Usability Testing on existing check-out process and post-redesign
• There were extensive reports on conversion, User behavior and drop-off points on the site when I came on.

APPROACH

My approach was to collect as much UX information on modern cart design, including an extensive documentation from the Neilson/Nelson Group and look at it through the lens of iFLY’s unique business needs.

PROCESS

Research & Requirements Gathering:  Worked hand-in-hand with the CMO and Marketing Manager to understand the industry, Personas, and User Stories who want to purchase online.

Sketches & Wireframes: Sketched initial ideas and prototyped multiple solutions with in-house team.

Final UI: Leveraged existing site Design Patterns and added as necessary to create UI for all devices.

FINAL SOLUTION

RESEARCH & RECOMMENDATIONS

I did a lot of research on good UX practices for checkout as well as looked at common reasons for cart abandonment. Here were a few findings as well as initial site issues.

SKETCHES & WHITEBOARDING

Once the research was complete, I sketched out a process for the surprisingly complex cart experience (each Location had different rates). I went through many iterations and evaluated the best option for meeting the business and User goals. I often use a whiteboard to help organize my thoughts before, during, and after sketching.

WIRES & FINAL UI (DESKTOP)

I built wires and a clickable prototype using Adobe XD, and annotated the UX changes to communicate clearly to the Marketing team.

WIRES & FINAL UI (MOBILE)

Here are some of the mobile screens for the cart process.

OUTCOME

• Conversion increased 22%
• Support and Location phone calls decreased by half, as customers could buy and schedule online

REFLECTION

Work with what you got. When a client doesn’t have the information or resources for full User or Usability Testing, leveraging best UX practices backed by UX research (in this case Nielson/Nelson Group studies) is the next best thing.

+1

iFLY was pleased enough with my consulting and UX work that they asked me to redesign their whole corporate site.