Goodpeople in a nutshell
Goodpeople is an e-commerce and community platform for action sports lovers. I worked on redesigning the checkout experience with a focus on increasing our conversion rate.
Context
GoodPeople is an online marketplace for extreme sports lovers. The startup began in Buenos Aires with a small group of friends selling their own skateboards. After their first investors round, they created a marketplace to sell action sports gear in the US, which brought in more brands to take part in the business.
I worked as a designer for the marketing team and we decided to redesign the checkout experience. The process implied studying metrics, payment and delivery systems integration, testing, and designing the interface to offer support during development.
Framing the problem
Cyber Monday was coming soon and we needed to improve the checkout conversion rate. To convince everybody that we needed to rethink the checkout experience, I looked for industry benchmarks on SimilarWeb and compared them with the Google Analytics we had.
Research & Definition
I analyzed all the necessary integrations (Braintree, MercadoPago, OCA) to figure out their limitations. I found out we could split the information into modules that could be validated -in the background- while the user kept filling the rest of the form.
Wireframing and designing
Looking to reduce the number of clicks and improve the abandon rates, we comprised all the information into a single page. We tested different form layouts to understand which one was the easiest to interact with.
One of the biggest challenges was the “buy” button, we A/B tested different colors and wording, using an Invision prototype.
Impact
The goal was to have the new checkout running by CyberMonday, and thus measure the impact with a high volume of visits and sales. Although other changes were introduced in the site, the conversion rate increased 74% in relation to prior data.
