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https://images.squarespace-cdn.com/content/v1/57927d3bebbd1abc49ec7039/1551675007032-8VICG4TGXXKHL9OJ889E/comp+analy.png Work https://images.squarespace-cdn.com/content/v1/57927d3bebbd1abc49ec7039/1551666827947-P6OGSM4S3ROMYU0WA64T/4a_Login_D.png Work - Checkout Log-in Pain points: - Users don’t know why they should create an account instead of checking out as a guest. - Users are required to give personal information such as email on the first step, which can deter them from continuing. https://images.squarespace-cdn.com/content/v1/57927d3bebbd1abc49ec7039/1471666804613-JXYDSIOMHBUM58O15SWH/image-asset.png Work https://images.squarespace-cdn.com/content/v1/57927d3bebbd1abc49ec7039/1551851114160-T1JIQ1EPKGKXLU197CR3/Group.jpg Work https://images.squarespace-cdn.com/content/v1/57927d3bebbd1abc49ec7039/1551676476959-ZY2F0Z8IM0DEXZW2WSH2/old+vs+new+checkout+flow.png Work https://images.squarespace-cdn.com/content/v1/57927d3bebbd1abc49ec7039/1551669036985-TWP9YMHGXH4MG78YHITX/paypal.png Work - Checkout Payment Pain points: - Paypal users were required to re-enter information that should be automatically filled out when using PayPal. - Users didn’t know what payment methods are accepted. - “Review and Complete” terminology was perceived as ambiguous because “complete” was not always interpreted as “BUY”. https://images.squarespace-cdn.com/content/v1/57927d3bebbd1abc49ec7039/1551665305731-Z2FRN9345OUQCLYIT79N/2_Cart_D.jpg Work - Cart Pain points: - Inconsistent UI, specifically different CTAs, font styles, and color palettes make it hard for users to quickly distinguish actionable items on the cart page. https://images.squarespace-cdn.com/content/v1/57927d3bebbd1abc49ec7039/1469652583231-QM2HZO48CZ84J0KEGFWA/image-asset.png Work https://images.squarespace-cdn.com/content/v1/57927d3bebbd1abc49ec7039/1551851331827-XC68ZDOMQNBC6UTOIDDK/User+insights+Copy.png Work 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losing all the inputted information. https://images.squarespace-cdn.com/content/v1/57927d3bebbd1abc49ec7039/1551763945848-U6S4TS60YFTZG3A1LRH2/Group+5.png Work https://images.squarespace-cdn.com/content/v1/57927d3bebbd1abc49ec7039/1556846563342-G1XRQ5RMUGSABNQ36PFR/Screen+Shot+2019-05-02+at+6.20.45+PM.png Work https://images.squarespace-cdn.com/content/v1/57927d3bebbd1abc49ec7039/1469594269614-C2OTAYXC4GU3ZOUPC1FM/image-asset.png Work https://images.squarespace-cdn.com/content/v1/57927d3bebbd1abc49ec7039/1551840624930-1DIEJNM8V877KEPNSECR/time+icon.png Work https://images.squarespace-cdn.com/content/v1/57927d3bebbd1abc49ec7039/1551666991138-4TIBA6BKB42Y2L9JQQR0/Group.png Work - Checkout Shipping + Billing Pain points: - Showcasing all steps of the checkout process, especially ones that may not be necessary for the majority of users can cause a cognitive overload. - Users were confused when the next column forms were disabled - not realizing that the checkbox in the previous step enabled this. - Users were unable to move forward in checkout process without confirming their address in a pop-up modal. https://images.squarespace-cdn.com/content/v1/57927d3bebbd1abc49ec7039/1471556914757-INH18CNABF6CQVSCM1Y7/image-asset.png Work https://images.squarespace-cdn.com/content/v1/57927d3bebbd1abc49ec7039/1617678010890-W7WGQVK0K3HMC4SQH9IZ/Frame+891.png Work - Inconsistent communication system Users are being notified about important product changes through a small banner and occasional modal which can be easily dismissed and does not provide the right amount of user education. https://images.squarespace-cdn.com/content/v1/57927d3bebbd1abc49ec7039/1619889525662-DBIPXGUIQ31ICAJE3SWG/Frame+1011.png Work https://images.squarespace-cdn.com/content/v1/57927d3bebbd1abc49ec7039/1619885765475-89ZKQ5NX4C1OQP2RO5AG/initial+wireframes.png Work https://images.squarespace-cdn.com/content/v1/57927d3bebbd1abc49ec7039/1469652583231-QM2HZO48CZ84J0KEGFWA/image-asset.png Work 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https://images.squarespace-cdn.com/content/v1/57927d3bebbd1abc49ec7039/1469594269614-C2OTAYXC4GU3ZOUPC1FM/image-asset.png Work https://images.squarespace-cdn.com/content/v1/57927d3bebbd1abc49ec7039/1471666804613-JXYDSIOMHBUM58O15SWH/image-asset.png Work https://images.squarespace-cdn.com/content/v1/57927d3bebbd1abc49ec7039/1469594385556-XZ7BUVN5PZM9U4C5ZQMY/image-asset.png Work https://images.squarespace-cdn.com/content/v1/57927d3bebbd1abc49ec7039/1617677036884-IOGR24TL1FRMDJBVE334/Screen+Shot+2021-04-05+at+7.33+1.png Work - Most relevant updates are located outside the product Because in-product updates were not self-serve and required code deployments, customer support relied on the Edmodo blog, which had low engagement. 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