Jane Plan is a service dedicated to simplifying healthy eating and weight loss through convenient meal plans. Collaborating with founder Jane Michell's team, I refreshed their online presence with a contemporary UI touch for marketing pages and subscription processes. Additionally, I led the redesign of Jane Plan's Basket and Checkout flow, aiming to create an efficient and reassuring experience while reducing drop-off rates and gathering essential email data. By integrating motivating purchase-related information, enhancing payment security, and optimizing delivery processes, we strived to enhance user satisfaction. The project's success was measured through drop-off rates, conversion rates, and the basket-to-payment ratio, addressing various checkout scenarios with the expertise of another UX Designer in our collaborative effort.
The primary objective of the checkout redesign was to create a checkout process that maximizes conversion rates and decreases the drop-off rate. The existing data highlighted certain pain points, such as high drop-off rates in specific checkout steps, especially on mobile devices. The challenge was to simplify the process, improve user engagement, and ensure a consistent brand experience while accommodating various checkout scenarios.
Building upon the research findings, I meticulously crafted user flows that outlined the step-by-step journey users undertake during checkout. These user flows were then translated into wireframes, which visually depicted the structure and layout of key screens. The wireframes provided a blueprint for creating an intuitive and streamlined experience, addressing the concerns raised by Jane Plan's users.
With a clear understanding of user journeys and personas, I transitioned to creating high-fidelity UI designs. I integrated Jane Plan's brand identity and leveraged insights from user scenarios to craft designs that were visually appealing, empathetic, and in line with the company's values. The high-fidelity designs offered a tangible representation of the final product, ensuring a consistent and engaging user interface.
I understood the significance of smooth collaboration with the development team and navigated challenges effectively. While working closely with developers, I recognized the need to address technical constraints and find creative solutions. Sharing Figma files, engaging in Slack channels, and maintaining an open dialogue were key in bridging the gap between design vision and technical reality. This collaboration proved essential in overcoming challenges and ensuring successful design implementation within the existing system.
With complex purchase and subscription flows, this was a heavy UX process that required researching dozens of competitors and e-commerce best practices. We wanted to take the complexity out of starting a new meal subscription. We also optimised the UI with an update on the brand colours and refinement of typography and components.