USER EXPERIENCE OPTIMIZATION TO COMPLETE THE PURCHASE PROCESS AT
Muhammad Agung Satrio
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Posted Feb 3, 2025
Completing the purchase process at the checkout is a crucial feature that enhances the user experience for NIAGAHOSTER.
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Background
As the final assignment of my Virtual Internship at Niagahoster x Rakamin Academy, I attempted to improve the user experience for individuals who felt confused when using the purchasing features on Niagahoster. This involved creating a more user friendly purchasing flow to ensure a more comfortable user experience. Niagahoster recently had an unmet goal for the number of users of the hosting service. Research revealed that some users were confused when selecting service options on the checkout page. Users took a long time to make their choice because they were faced with too many options, making it difficult to understand the key features of each option.
Problem : Make it easier for users to purchase Niagahoster services.
Key
Increase the percentage of users who complete the purchase on the checkout page.
Create a design solution that makes it easier for users to complete transactions on the checkout page.
USER RESEARCH
In the context of this process, I conducted usability testing to gather feedback for this redesign initiative. Findings include:
Users feel confused when presented with an overload of information.
Key points of each package lack emphasis.
During the payment process, users who have previously been exposed to a substantial amount of information on the homepage may struggle to differentiate between several package options.
Additionally, when selecting payment options from the dropdown menu, users may feel overwhelmed by the abundance of information presented in a crowded display area.
Secondary Research
"I conducted a heuristic evaluation on the existing checkout page to identify major issues on the page and generated notes regarding user control and freedom: The absence of a comparison feature while selecting a product necessitates users to navigate back to the previous menu to discern price variations and the individual advantages offered by each product. After conducting a competitive analysis of similar products, two key features were identified: the inclusion of a progress bar and the ability for users to compare different packages on the same page.
PROBLEM STATEMENT
people struggling to determine the most suitable hosting service for his needs, lacks clarity in website creation, seeks an affordable package for website establishment, encounters difficulties during the checkout process, grapples with unfamiliarity regarding a new payment system, and experiences an inability to check domain availability directly from the website.
"How to improve the checkout experience in purchasing hosting services so that users do not feel overwhelmed and confused by the information displayed during the checkout process?"
IDEA
The top priority ideas generated after the ideation process involve enhancing the ease of the checkout process and providing a product comparison option. This will enable users to compare two products within the same page without the need to navigate to the previous page.