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Reduced checkout abandonment by 34% by turning a 5-step flow into 2 steps.
Lead Product Designer
Company
FreshBox (Series A, 40 employees)
Timeline
8 weeks, team of 3
Tools
Figma, Maze, Hotjar
68% of users who added items to their cart never completed checkout. Session recordings showed most dropped off at step 3 — a delivery scheduling page that required too many decisions at once. The business was losing an estimated $180K/month in abandoned carts.
I interviewed 12 users who abandoned checkout and found a pattern: they weren't confused by the UI — they were overwhelmed by the choices. Picking a delivery window felt like a commitment they weren't ready to make. The insight shifted our approach from “simplify the form” to “defer the decision.”
We collapsed checkout to 2 steps: confirm your box, then pay. Delivery scheduling moved to a post-purchase screen with smart defaults. Users could change their window anytime before cutoff. The key decision was removing friction at the moment of highest intent, not adding more options.
Checkout completion rate increased from 32% to 66% within the first two weeks. Post-purchase scheduling adoption hit 94% — users preferred choosing their window after committing...
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