Redesign Niagahoster Checkout Page

Niagahoster UX Case Study: Redesigning Checkout Page to Improve Checkout Conversion Rate. In today's digital era, good user experience is a key element for the success of online businesses. Niagahoster, a leading web hosting service provider in Indonesia, is no exception. To understand and enhance their user experience, this project was undertaken to identify major issues in the checkout stage and propose better solutions.

The main objective of this case study is to help Niagahoster increase the percentage of users completing the purchase process on the checkout page (conversion rate). The problems to be addressed in this case study are how to help users efficiently complete the purchase on the checkout page and reduce barriers faced by users to improve the conversion rate and overall user experience.

To understand these issues, I conducted a comprehensive research process using the User-Centered Design (UCD) method. I chose UCD because it is a relevant and effective approach to solving user-focused design problems. I began by creating a clear problem statement to detail the main issues and then designed objectives and key results to measure the project's success. I proceeded with user interviews to gain direct insights from participants. The interview questions revolved around the reasons for choosing Niagahoster, challenges faced, and experiences during the payment process.

After creating the problem statement and objectives, I conducted user interviews to gain a deeper understanding of the challenges and obstacles users face with Niagahoster's services. The interview results provided valuable data to explore the main problems that needed solutions. Through the interviews, I identified issues such as difficulty in selecting the right web hosting package, confusion when confronted with various options during payment, and challenges in understanding cost details like discounts and taxes.

User Insights and Persona:

From the data analysis, I created valuable insights that shaped user insights and personas. These insights helped me understand users' motivations, needs, and preferences in using Niagahoster's services. The user persona provided a clearer picture of the characteristics of users that best represented my target audience.

In the ideation phase, I used various creative methods to identify potential solutions. Analyzing HMW statements, identifying challenges, and brainstorming helped generate the best design solutions. The proposed solutions focused on improving the user experience, especially in finding suitable payment options and reducing interruptions during the payment process. The chosen solutions were based on User Experience (UX) principles and heuristic evaluation.

The designed solutions were implemented on the Niagahoster website's checkout page. Thorough testing was conducted to ensure the proposed improvements effectively increased the conversion rate. Usability testing was the primary method used to identify and understand user obstacles during the checkout page.

I successfully identified major issues and designed user-focused solutions, reinforcing Niagahoster's commitment to providing better services and optimizing user experience. The project's conclusion highlights the importance of aligning design with business goals and enhancing user experience.

Challenges faced during the analysis and design improvement included limited available data, time constraints affecting the UI design process, managing the project individually, and ensuring the proposed design met user expectations. Difficulty in finding suitable participants for initial testing and usability testing was also noted.

In this project, I gained a profound understanding of designing an efficient payment or checkout process to enhance conversion rates. I learned about user needs and preferences in selecting web hosting services and the importance of simplifying processes for a better user experience. Usability testing played a crucial role in identifying user issues and obtaining valuable insights for design improvements. The project honed critical thinking skills and the application of UI/UX Design principles to address concrete problems. I realized the significance of listening to users and responding to their feedback to create more effective solutions. Simple and intuitive design, I discovered, aids users in completing tasks quickly and seamlessly. Moreover, the project enhanced skills in data analysis, usability testing, and overall UI/UX design. The testing results provided deeper insights into user needs, allowing me to design more relevant and user-focused experiences. Overall, this project enriched my knowledge and experience as a UI/UX Designer, and I plan to continue developing these skills in future projects.