Table Turn
Table Turn
Hamboards Landing Page
Engaging the right users to increase conversion rates
Hamboards Landing Page
Engaging the right users to increase conversion rates
LegalShield Checkout
Building trust with new and returning members through a seamless and trustworthy checkout experience.
LegalShield Overview
LegalShield empowers individuals to get legal protection through affordable legal subscription services.
They connect members with local provider attorneys that help with any personal legal matter without charging a high hourly bill.
Roles and responsibilities
I was the product designer on the checkout team that consisted of cross-functional roles. I worked closely with a product manager to understand business goals, timeline, and define requirements. I also shadowed our researcher to help conduct usability tests and talk to users and align stakeholders. Some of my responsibilities include:
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Stakeholder interviews
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Gather / define requirements
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Define user stories
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Usability testing
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Comparative research
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Create user persona
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Define user flow
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Wireframing
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Mockups / Prototyping
The Challenge
Improve LegalShields checkout experience that achieves new and returning member satisfaction while ensuring trust and protection from beginning to end.
"How might we design a seamless and trustworthy checkout experience so that new and returning members feel confident in purchasing LegalShield products?"
The Process
Understanding current checkout
User Interviews
Paired with our researcher, we conducted moderated usability tests of current checkout to understand and analyze user's thoughts, opinions, and overall experience through this flow. This also helped identify patterns around where cart abandonment would occur.
Key Insights
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Some users did not feel comfortable providing personal info (SSN and DOB). This is where the most drop offs occur
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Some users did not feel like this site was trustworrthy, and hesitated to enter payment information
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Product selection in checkout was overwhelming for most users. If they needed more information on a product, they were forced to leave checkout to continue research on the marketing site.
"Bloody hell!? Okay, that was really weird." - Usability test participant
Comparative Research
We analyzed other checkout experiences that offer subscription services to better understand how to define a good solution. We focused on these companies:
Key Insights
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Companies that offer a simple product / service include product selection within checkout, while more complex products are selected on the marketing site accompanied by product information.
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Guest checkouts are not available for subscription services
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Sign in and sign up screens exists at the beginning of checkout flow
Define our user
After analyzing user interviews, I began to define a user persona. This helped further empathize with our users and be sure that we create solutions with them in mind.
User Stories
I began to define requirements through user stories. This helped keep the focus on the user and avoid any biases around any solutions. Here we identified that product selection should be removed from checkout to provide a better experience.
Sketch workshop
With a cross-functional group that consisted of a product manager, a stakeholder, a developer, researcher, and designer , we brainstormed around different approaches for checkout. After brainstorming, we all voted on our favorite ideas and gathered feedback around what worked and what didn't.
(Click an image to enlarge)
User Flows
After brainstorming with the team, I began to put together a user flow to provide a bird's eye view of the entire experience. This ensures a seamless and unified experience before focusing on the visual design and details.
Mock up exploration
Utilizing our design system, I began to explore different iterations of UI using figma. Below are examples of different iterations of the cart summary page.
Building trust
Keeping in mind that the original checkout experience lacked a sense trustworthiness, it was important to identify those opportunities here. I explored using trust symbols, crafting a friendly and conversational voice, and implementing illustrations.
Below are snapshots of the flow:
Prototyping the experience
Once the mockups were approved, I prototyped the experience to allow us to test our ideas quickly and make any improvements necessary.
Testing with users
Using UserZoom Go, we tested the new checkout flow.
Success! We found a 12% decrease in abandonment rate with the new flow. Users felt as though this iteration felt a lot more professional and secure, and had higher confidence in completing the checkout process.
Key Insights:
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Some users liked the use of illustrations. One user stated that it was delightful and made the process less intimadating
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Users felt more secure about entering payment information due to the secure payment icon and statement
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Trust symbols made the website feel more professional
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Some users still hesitated when entering SSN and DOB
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Some users felt a facebook login did not seem professional
View the checkout solution below
Next steps and reflection
Checkout is planned for release later this year! We are currently looking at other channels within LegalShield that would require a different checkout approach, but using this D2C flow as a foundation to build from. We are hoping that we will see similar cart abandonment rates once this is live, but we do understand that testing with participants vs. actual users purchasing legal products have different mental models and experiences.
Overall I am really proud of the results and the process it took to get here. I had the opportunity to work really closely with a UX researcher and learned how to better ask questions and run moderated tests. It was super interesting learning about the details in design that can tremendously influence behavior; changing the voice and tone, providing trust symbols, illustrations etc, can really change an experience. I definitely learned and grew a lot as a designer on this project, and super proud of our outcome and excited about the value that this will provide to the company.
