Make an impact. Grow together.
Twenty20 was hunting for product-market fit and testing several channels for revenue and growth. As designer and product owner for a small, cross-functional ecommerce team, I led an initiative to refine the experience for stock photo buyers and increase signups and revenue from the Twenty20 website.
I began by leading a review of the current customer journey. Where did people get stuck? Where were the standout moments? This involved a review of our current funnel analytics; mapping out the existing experience; and running remote testing, watching our new customers discover and purchase photos.
Funnel data showed a lot of motivated buyers falling out before succeeding with a purchase: but why? Observing customers going through the checkout experience revealed some blind spots. Our checkout page wasn’t HTTPS secure, which many participants pointed out immediately; many users were frustrated by a long signup process with aggressive form field validation; and nearly everyone expressed some amount of discomfort with the site’s payment form, a third-party payment system from the original MVP of the service.
“Is this legit? It doesn’t really feel like part of the website. I don’t see any security here.”
While the payment system had been a great MVP solution early on, it hadn't kept up with Twenty20's growing brand. Customers — especially ones used to the UX of shopping carts on other photo sites — wanted a more consistent experience they could trust: especially employees using a corporate credit card that wasn't their own.
Having both quantitative and qualitative validation enabled us to prioritize and develop a plan of attack.
Making the page secure was a simple configuration fix. The team began deconstructing and plotting out a more modular, approachable signup flow. The largest story saw us design and build a new checkout that maintained context, built trust, and helped onboard new customers to download their image files and start using other features of their new account.
Designing in a modular way let us prototype and build very quickly, as well as providing a UI foundation from which to optimize and A/B test: different pricing plans, for example. To accomplish this, we leaned heavily on our pattern library: a living style guide maintained by both engineering and design to help us reuse where possible and add new patterns as needed.
The new checkout flow, while serving as a jumping off point for future features like true shopping cart functionality, was a hit with new users: photo sales increased by more than 50% month over month.. The streamlined signup process resulted in more new, active users, and further testing showed users who were overwhelmingly more comfortable with the buying experience.
New, more complete analytics for the experience let us continue to observe and iterate on the signup flow, making sure buyers and photographers both were taken to onboarding experiences that helped them understand and be successful on the service.
(Plus, everyone loved our purrito stickers.)