🗓️ Timeline:

• Jul - Sep 24
• (2 Months/4 Sprint)

📈 Outcome

• Boosted registration conversion rate by 38.96%
• Achievied a 93.03% Achieved a 93.03% transaction success rate.
• Reduced customer complaints by 94.9%

🎨 My Role

• Research and ideation
• Craft end-to-end design solution
• Validating solution with users
• Coordination with Cross-Functional Leads

📰 About Kompas

Kompas.id is a digital news platform by Kompas Gramedia, offering premium journalism and exclusive content through a subscription-based model.

Background

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Currently, guests are required to sign in or sign up on a separate page before proceeding with the payment during the checkout process and we have potential pain points that need to consider as below:

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1. Friction in User Flow: Having guests sign in or sign up on a separate page introduces additional steps, potentially causing friction in the user journey. Users may find this interruption frustrating, leading to a higher likelihood of abandonment.
2. Loss of Potential Conversions: Some guests may be reluctant to create an account or sign in if it's not immediately necessary to complete the purchase. This can result in a loss of potential conversions, especially for users who prefer a quick and straightforward checkout process.
3. User Experience Impact: The separate sign-in or sign-up process can negatively impact the overall user experience. It might disrupt the seamless flow users expect during the checkout, potentially leaving a less positive impression of the platform.

We know this problem from

Here's the quantitative data for CTR (Click-Through Rate) from Guests who landed on the checkout page until completed the checkout page in 3 months that indicates a need for improvement:

1. CTR Sign In Completed from Checkout: 33.6% (-16.54% from previous period)

2. CTR Sign Up Completed from Checkout: 15.2% (-18.56% from previous period)

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Goals

Guest users can complete transactions more easily and efficiently without having to sign in or create an account.

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Target User

Guest users who have successfully landed on the checkout page.

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1. Research

I conducted a competitor analysis to understand how other platforms handle transactions for users who haven’t logged in. The goal was to identify common patterns and best practices in enabling seamless guest checkouts. This is what I found

• Guest Checkout Has Been Implemented by Several Platforms

  Platforms such as The Washington Post, The Telegraph, and The Guardian have implemented guest checkout, giving new users the ability to complete transactions without needing to register upfront.

• Seamless All-in-One Checkout Flow

  All competitors integrate the account creation process within the checkout flow. New accounts are automatically created after payment, eliminating the need for users to register in advance.

• Use of Email Magic Link for Login or Verification

  Platforms like The Washington Post and The Guardian use magic links to allow users to claim their transactions via the email entered during checkout. This approach helps connect guest users to their purchases without requiring immediate account creation.

• Limited Use of Auto Login & Alternate Email for Payment

  Features like auto login suggestions or allowing a different email for payment are rarely adopted, possibly due to security or account management concerns.

2. Reframing Problem into Solutions