aboDeinauto
Checkout redesign
Checkout redesign
The future of car subscriptions is here. aboDeinauto is at the forefront with a streamlined platform designed to simplify
the car booking process.
The future of car subscriptions is here. aboDeinauto is at the forefront with a streamlined platform designed to simplify the car booking process.
The future of car subscriptions is here. aboDeinauto is at the forefront with a streamlined platform designed to simplify the car booking process.
The future of car subscriptions is here. aboDeinauto is at the forefront with a streamlined platform designed to simplify the car booking process.
Project Overview
Project Overview
At the heart of our transformation lies a bold vision:
to redefine the checkout experience by placing flexibility and control directly into the hands of our users. Our mission is to eliminate friction at every turn, ensuring that the journey from booking a car to holding the keys is seamless, swift, and stress-free.
At the heart of our transformation lies a bold vision: to redefine the checkout experience by placing flexibility and control directly into the hands of our users. Our mission is to eliminate friction at every turn, ensuring that the journey from booking a car to holding the keys is seamless, swift, and stress-free.
My contribution
My contribution
Research, ideation, design, and prototyping
Research, ideation, design, and prototyping
Industrie
Industrie
E-commerce
E-commerce
Year
Year
2023
2023
Problem
Problem
Problem
The current checkout process has several flaws. We have all felt the frustration of high abandonment rates, rejected bookings, and what seems like a never-ending series of checkout steps. And let's not forget the outdated user interface.
(01)
(01)
(01)
Empathize
Empathize
Empathize
I conducted interviews with six customers to identify their needs and pain points during and after the checkout. The goal was to uncover the challenges they face, understand their needs, and explore potential human-centered solutions.
With the findings from the user interviews, I figured out what will be created, for whom, and how.
Summary of findings from the user interviews
Summary of findings from the user interviews
Summary of findings from the user interviews
Lack of Guest Checkout Option
Users should create a profile in order to proceed with a booking
Inadequate Error Handling
Driver's license verification and credit score checks, such as Schufa checks, can sometimes show incorrect data. This has led to denied bookings for customers who have valid licenses and excellent credit scores. These issues were caused by technical glitches in the external services used for these checks.
Too many form fields and poor grouping
We need to optimize long and complicated checkout forms with excessive fields that overwhelm users to improve the overall checkout performance.
(02)
(02)
(02)
Define
Define
Define
User persona
I conducted user research by gathering qualitative data from our target audience. I developed detailed user personas from this analysis that encapsulated our users' needs, behaviors, motivations, and challenges. With these insights, i was able to ideate and design more informed, user-centric solutions that directly address the needs of our target audience.
I conducted user research by gathering qualitative data from our target audience. I developed detailed user personas from this analysis that encapsulated our users' needs, behaviors, motivations, and challenges. With these insights, i was able to ideate and design more informed, user-centric solutions that directly address the needs of our target audience.
Empathy Map
I explored Martin's persona further by creating an empathy map that illustrates a typical day in his life. What are his thoughts about it? Are there any thoughts he may not be aware of? I also identified the challenges he might encounter when using adoDeinauto.de.
I explored Martin's persona further by creating an empathy map that illustrates a typical day in his life. What are his thoughts about it? Are there any thoughts he may not be aware of? I also identified the challenges he might encounter when using adoDeinauto.de.
(03)
(03)
Ideate
Ideate
Based on my quantitative research and understanding of users' pain points, I have collected data and formulated several "How Might We" questions that address the key pain points and suggest potential solutions.
1. How can we simplify the checkout process for users and reduce abandonment rates?
Implement a guest checkout option: this allows users to complete their purchases quickly without having to create an account.
By eliminating the requirement to create an account, more users
are likely to finalize their purchases, resulting in higher conversion rates.
How can we prevent losing customers when their booking is declined, even though they possess a valid driver's license and an excellent Schufa score?
Offer Alternative Solutions: when a booking is declined, we should provide customers with alternative options. This could include assisting them through a manual review of the information they provided, as well as manually verifying their IDs and Schufa scores.
Allow Post-Checkout Verification: Give users the option to verify their driver's license and Schufa score after completing their checkout in their user profile. This approach allows users to prepare the necessary documents at their own pace, reducing the stress associated with the checkout process and minimizing the number
of steps required.
How can we reduce shipping step abandonment?
Ensure that the shipping process is clear and transparent.
This includes providing detailed information about shipping costs, delivery times, and return policies.
Offer a variety of car pick-up options. This provides customers with more flexibility and increases the chances that they will find an option that suits their needs. Customers can pick up their booked car from our hub or have the car delivered to them.
How can we reduce the abandonment rate during the checkout payment step and increase conversion rates?
Offer a variety of payment methods: Provide popular options,
such as credit cards, debit cards, PayPal, and Apple Pay.
Personalize the payment experience: Allow customers to save their preferred payment methods, making the process more convenient. This personalization can help reduce the likelihood of cart abandonment.
Implement exit intent pop-ups: Use pop-ups that appear when a customer is about to leave the payment screen. These pop-ups can offer discounts or other incentives to encourage customers to complete their purchases.
Based on my research and understanding of the user's pain points, I have developed a few "How Might We" questions that address the major pain points and propose potential solutions.
1. How can we simplify the checkout process for users and reduce abandonment rates?
Implement a guest checkout option: this allows users to complete their purchases quickly without having to create an account.
By eliminating the requirement to create an account, more users
are likely to finalize their purchases, resulting in higher conversion rates.
How can we prevent losing customers when their booking is declined, even though they possess a valid driver's license and an excellent Schufa score?
Offer Alternative Solutions: when a booking is declined, we should provide customers with alternative options. This could include assisting them through a manual review of the information they provided, as well as manually verifying their IDs and Schufa scores.
Allow Post-Checkout Verification: Give users the option to verify their driver's license and Schufa score after completing their checkout in their user profile. This approach allows users to prepare the necessary documents at their own pace, reducing the stress associated with the checkout process and minimizing the number
of steps required.
How can we reduce shipping step abandonment?
Ensure that the shipping process is clear and transparent. This includes providing detailed information about shipping costs, delivery times, and return policies.
Offer a variety of car pick-up options. This provides customers with more flexibility and increases the chances that they will find an option that suits their needs. Customers can pick up their booked car from our hub or have the car delivered to them.
How can we reduce the abandonment rate during the checkout payment step and increase conversion rates?
Offer a variety of payment methods: Provide popular options, such as credit cards, debit cards, PayPal, and Apple Pay.
Personalize the payment experience: Allow customers to save their preferred payment methods, making the process more convenient. This personalization can help reduce the likelihood of cart abandonment.
Implement exit intent pop-ups: Use pop-ups that appear when a customer is about to leave the payment screen. These pop-ups can offer discounts or other incentives to encourage customers to complete their purchases.
User Flow
After conducting qualitative and quantitative research, I was able to create a detailed user flow. This visual representation illustrated users' various paths to successfully booking a car.
After completing the empathy map,
I created a detailed user flow. This visual representation illustrated users' various paths to successfully book a car.
The High-Fidelity Desings
The High-Fidelity Desings
The High-Fidelity Desings
Card page
Users now have a clear and straightforward way to access their subscription information and initiate the checkout process. Delivery costs have been added directly to the side bill card for better transparency.
Personal Information
Personal
Information
Personal
Information
No registration is required, allowing users to proceed with checkout
by focusing only on essential information, such as contact details and payment methods. We have shortened the personal information form
to include only the necessary details for successful shipping.
No registration is required, allowing users to proceed with checkout by focusing only on essential information, such as contact details and payment methods. We have shortened the personal information form to include only the necessary details for successful shipping.
No registration is required, allowing users to proceed with checkout by focusing only on essential information, such as contact details and payment methods. We have shortened the personal information form to include only the necessary details for successful shipping.
Order review
According to findings from Baymard Research, 68% of websites do not allow users to make direct edits to their data during the review step. To address this, we aim to prevent users from having to navigate back and forth in the checkout process. Instead, they can make necessary edits directly on the same page.
According to findings from Baymard Research, 68% of websites do not allow users to make direct edits to their data during the review step. To address this, we aim to prevent users from having to navigate back and forth in the checkout process. Instead, they can make necessary edits directly on the same page.
According to findings from Baymard Research, 68% of websites do not allow users to make direct edits to their data during the review step. To address this, we aim to prevent users from having to navigate back and forth in the checkout process. Instead, they can make necessary edits directly on the same page.
Results and Impact
As a result of these improvements, we have seen a significant increase in customer checkouts and sales, with our conversion rates rising by 25%.
As a result of these improvements, we have seen a significant increase in customer checkouts and sales, with our conversion rates rising by 25%.
As a result of these improvements, we have seen a significant increase in customer checkouts and sales, with our conversion rates rising by 25%.
Final thoughts and next steps
To streamline the checkout process further, we are enhancing the user account features. Our next steps will focus on enabling users to:
Verify their driver's license, personal ID, and Schufa score.
Track the status of their bookings, receiving notifications at every stage of the process, from car preparation to handover and delivery.
Report any damages easily by uploading photos—no phone calls required; we will handle it from there.
Modify their kilometer package and subscription duration.
Need more kilometers or want to extend your booking?
It’s simple!
To streamline the checkout process further, we are enhancing the user account features. Our next steps will focus on enabling users to:
Verify their driver's license, personal ID, and Schufa score.
Track the status of their bookings, receiving notifications at every stage of the process, from car preparation to handover and delivery.
Report any damages easily by uploading photos—no phone calls required; we will handle it from there.
Modify their kilometer package and subscription duration. Need more kilometers or want to extend your booking? It’s simple!
To streamline the checkout process further, we are enhancing the user account features. Our next steps will focus on enabling users to:
Verify their driver's license, personal ID, and Schufa score.
Track the status of their bookings, receiving notifications at every stage of the process, from car preparation to handover and delivery.
Report any damages easily by uploading photos—no phone calls required; we will handle it from there.
Modify their kilometer package and subscription duration. Need more kilometers or want to extend your booking? It’s simple!
(03)
Ideate
Based on my quantitative research and understanding of users' pain points, I have collected data and formulated several "How Might We" questions that address the key pain points and suggest potential solutions.
1. How can we simplify the checkout process for users and reduce abandonment rates?
Implement a guest checkout option: this allows users to complete their purchases quickly without having to create an account.
By eliminating the requirement to create an account, more users
are likely to finalize their purchases, resulting in higher conversion rates.
How can we prevent losing customers when their booking is declined, even though they possess a valid driver's license and an excellent Schufa score?
Offer Alternative Solutions: when a booking is declined, we should provide customers with alternative options. This could include assisting them through a manual review of the information they provided, as well as manually verifying their IDs and Schufa scores.
Allow Post-Checkout Verification: Give users the option to verify their driver's license and Schufa score after completing their checkout in their user profile. This approach allows users to prepare the necessary documents at their own pace, reducing the stress associated with the checkout process and minimizing the number
of steps required.
How can we reduce shipping step abandonment?
Ensure that the shipping process is clear and transparent. This includes providing detailed information about shipping costs, delivery times, and return policies.
Offer a variety of car pick-up options. This provides customers with more flexibility and increases the chances that they will find an option that suits their needs. Customers can pick up their booked car from our hub or have the car delivered to them.
How can we reduce the abandonment rate during the checkout payment step and increase conversion rates?
Offer a variety of payment methods: Provide popular options, such as credit cards, debit cards, PayPal, and Apple Pay.
Personalize the payment experience: Allow customers to save their preferred payment methods, making the process more convenient. This personalization can help reduce the likelihood of cart abandonment.
Implement exit intent pop-ups: Use pop-ups that appear when a customer is about to leave the payment screen. These pop-ups can offer discounts or other incentives to encourage customers to complete their purchases.
Made in Framer in 2025
Made in Framer in 2025
Made in Framer in 2025