How I Improved Checkout Success Rate by 5.5% for a Payment Gateway
Problem
A leading fintech platform serving a diverse merchant base encountered key issues with its checkout experience:
High Cart Abandonment: Users were dropping off at the payment stage, especially on mobile.
Lack of Trust & Consistency: The checkout design varied across merchants, hurting user confidence.
Limited Customization for Merchants: Brands couldn’t personalize their checkout pages, making the experience feel disconnected.
Poor Experience for Returning Users: Payment details had to be re-entered every time, causing friction and delays.
Solution
To tackle these challenges, I redesigned the checkout experience with a mobile-first, user-centric approach. Here’s how:
Speed & Simplicity First: I restructured the flow to allow faster payments. Quick UPI enabled one-tap transactions. The input fields were optimized for mobile usage.
Trust Building Elements: I added secure payment badges, clear pricing breakdowns, and familiar UI patterns to instill confidence.
Customization Suite for Merchants: I introduced a tiered system of customization—from basic color changes to advanced layout controls—so businesses could align checkout with their brand.
Save Card Details: I introduced login options and secure saved payment methods for returning users, cutting down time and effort.
The entire design process included competitor analysis, merchant and user interviews, user stories, stakeholder feedback loops, wireframes, iterative design, and A/B testing.
Impact
After rolling out the new checkout to Shopify merchants and running A/B tests for two weeks, the results were clear:
5.5% Increase in Payment Success Rate: More users completed their transactions successfully.
7% Increase in User Signups: More users opted to create accounts, enabling faster future checkouts.
Boosted Mobile Performance: Mobile-first optimizations matched how 80%+ users interacted with Payment Gateway.
Higher Trust & Customization Satisfaction: Merchants reported improved brand alignment, and users felt safer and more in control.
My Role
Design Lead | User Researcher | UX/UI Designer
Conducted user interviews and research.
Created high-fidelity designs and interactive prototypes.
Developed marketing assets.
Collaborated closely with cross-functional teams, including developers, product managers, and QA, to ensure smooth implementation.
Details have been anonymized to comply with a non-disclosure agreement. All statistics and methods are based on actual project outcomes. The full case study can be shared upon request or during an interview.