Defining the challenge
The existing checkout flow required users to go through multiple steps such as verifying the address, selecting a payment method, and confirming payment, which created unnecessary friction and longer completion times.
Our goals
The goal was to create a faster, more seamless checkout experience that leverages user data intelligently. On the business front, the feature aimed to improve checkout-to-order conversion, reduce drop-offs, and drive repeat purchases through convenience. We drew inspiration from competitors to validate effective UI/UX decisions.
Phase 1
We leveraged competitor patterns to design a clear, scalable Express Checkout UI that highlighted preselected address and payment details. Multiple iterations accounted for edge cases like auto-applied offers, saved cards, and COD fees before launching the MVP.
Phase 2
Post-launch data showed users were cancelling orders soon after payment, indicating they weren’t absorbing key details. To address this, we refined the information hierarchy and added a slider animation to the CTA to reinforce final confirmation.
Final Live Version
We combined the best of both phases — keeping the improved hierarchy from Phase 2 and the static CTA from Phase 1. This delivered a faster, more confident one-click checkout experience that was rolled out to all iOS users.
Impact
The final design led to an 80 bps increase in checkout-to-order conversion among repeat users, validating that a faster yet reassuring checkout experience drives better results. The feature’s annualised revenue impact is estimated at approximately ₹48 crore across platforms.
Learnings
We assumed the slider animation would perform well based on competitor patterns, but it reduced clarity instead. It was a reminder that even familiar interactions need validation in context — and that good design decisions come from observing real user behavior, not just best practices.
