University of Phoenix Shopping Cart & Payment Plan
UX Design | UX Research | Art Direction | Education
The Project
Consolidate three separate websites: WD-40 Multi-Use, WD-40 Specialist, and WD-40 BIKE into one cohesive digital experience that highlights the full suite of solutions that WD-40 has to offer.
The Challenge
Shopping Cart: The original checkout process had 16 steps, leading to high abandonment rates and frustrated students who often resorted to calling customer support for assistance. The experience lacked clarity, progress indicators, and efficiency.
Payment Plan: There was no structured payment plan for students to pay for their education.
The Approach:
Collaborated with an in-house UX research team and worked in agile sprints to move quickly and iteratively. Created wireframes and interactive prototypes for A/B testing. Leveraged the on-site user research lab to conduct in-person testing with paid student participants, gaining valuable insights that directly informed design decisions.
The Impact:
Shopping Cart:
Streamlined the checkout process from 16 steps down to 6 steps by reorganizing content hierarchy and minimizing user inputs.
The simplified flow significantly improved user confidence and efficiency.
Test participants even compared the new experience to the ease of checking out on platforms like Target and Amazon.
Payment Plan:
Designed a flexible payment plan system allowing students to pay via credit card, check, or bank account, with added features like autopay and custom due date selection.
Feedback in user tests was positive, and participants noted the clarity and convenience of the new options.