Context:

Sports Media Inc. offers tiered subscriptions for exclusive athlete content. Users reach checkout after selecting a plan through the home page sign-up flow, making checkout the primary conversion point.

Problem:

Checkout had low conversion due to:
•    Cognitive overload at the payment screen
•    Outdated payment flow. Not up to industry standards.
•    Poor hierarchy, with payment details minimized beneath the total
•    Lack of trust and convenience, no quick-pay options
•    Outdated visual design that reduced credibility
These issues increased friction and caused users to abandon checkout.

Solution:

I redesigned checkout to reduce friction and improve trust by:
•    Reordering payment hierarchy to follow expected ecommerce patterns
•    Modernizing the layout for clarity and credibility
•    Adding express payment options like Apple Pay and PayPal
•    Surfacing trust cues at the payment step

Impact:

16.7% reduction in steps, lowering cognitive load & 32.6% faster completion, indicating reduced hesitation and clearer decision-making. The redesign increased user confidence and improved checkout completion at the point of purchase.