Flowersexpress.lv checkout

Before creating the new design concept, an analysis of Flowersexpress.lv user behavior and checkout performance was conducted using Google Analytics and Hotjar data. The analysis included user clicks, session recordings, U-turn cases, most visited pages, and customer behavior across mobile devices. 

Based on the findings, several opportunities for further checkout optimization were identified. User session recordings helped uncover improvement areas related to form structure, information architecture, and the overall purchase flow. The analysis revealed that the majority of website visitors use mobile devices, making mobile usability the primary focus of the optimization process. 

The project included a review of delivery information presentation, validation of message logic, billing field structure, payment method layout, and order summary visibility. Additional solutions were proposed to shorten the checkout form, optimize automatically populated fields, restructure coupon and authentication sections, and introduce mechanisms for retaining returning customer information to reduce the number of actions required during checkout.

Based on the analysis results, a new checkout design concept was created in Figma. The primary objective was to develop a brighter, cleaner, and more intuitive checkout experience while reducing cognitive load and minimizing the number of actions required to complete a purchase. 

During the design process, the information architecture was refined, form layouts were optimized, the overall form length was reduced, field grouping was improved, and the mobile checkout experience was redesigned. Special attention was given to ensuring that key elements — delivery information, payment selection, and the order summary — remain easily accessible and understandable without excessive scrolling.