Overview
Project Description
Borderfree enables full-stack payments for marketplace and large enterprises, helping reshape consumer and merchant ecosystems through proprietary technology.
I worked to create an MVP product of customizable checkout pages that can be directly plugged onto a merchant's existing website.
Scope
I’ll be focusing only on the experience of the customers and how we made the checkout journey easier for them. Along the way, I’ll also highlight how merchants/brands can benefit from this checkout page.
Discovery
Why Checkout Matters?
Make or Break an Online Business
While every stage of the digital customer journey is essential in converting consumers into buyers, checkout plays an equally important role - as any drop in the checkout journey means a loss of revenue for a business.
Research Phase
Competitive Analysis
I started the project by analyzing competitors to see what solutions are out in the market. The competitors included Stripe, Shopify, Bolt, Adyen and Razorpay to name a few. I also researched on how these competitors were allowing merchants to embed smaller checkout components in their existing checkout page.
Internal Stakeholder Meetings
We had multiple rounds of discussion to identify our target use cases and the flexibility of the checkout page.
Insights and Opportunities
Customization - Should have a way to reflect merchant’s brand color and logo.
Ideation
Early Sketches and Wireframes
Based on what I learned from internal stakeholder meetings and secondary research, I started sketching and created wireframes.
I made two options for the overall flow of the checkout:
A stepper with three sections inside the single page. Shipping Info → Delivery → Payment
Making Global Payments Easy
The other challenge was to fix the view of payment methods. Since the checkout was aimed for a glob
List view, which was way more flexible and was able to show many payment methods.
Design Library
Along with this, I was also working on creating a flexible component library taken separately from the checkout page.
Design Solution
Final Outcome
<Coming Soon>
Results
Next Steps
Given more time, the project could be further refined using user feedback from merchants as well as customers.
Reduce more friction in the overall journey
To reduce the friction of long scroll in mobile devices, the checkout can be divided into multiple steps. This will also reduce the mental load on the users and increase conversion rates..
Faster checkout with one-click
Frequent shoppers and returning users can create an account that stores their address and payment information for a quick checkout.
Expanding to new platforms and sectors
Checkout can be adapted for bigger devices such as TVs and POS, helping merchant reach a wider audience.
