Case 2: Checkout
At
Wash World
Year
2023
Introduction
Wash World is a car wash company. Subscriptions, which they call “memberships”, are sold via an online checkout. It is necessary for new customers to input their email, phone number, and a password for their profile. They also need to select a subscription tier, where they want to wash, and input their license plate. Upon completion, users get unlimited washes per month at their selected location.
70% of Wash World’s users access the checkout flow via a mobile device but the checkout was not optimized for mobile use.
I did qualitative user testing with prototypes in Figma with friends, family members, and some of Wash World’s real users to validate my designs.
Pain Points
Customers are unaware of what they are about to purchase because the content of subscription tiers is not explained
UI elements made for desktop make interaction on mobile cumbersome
Ordering more than one subscription requires filling out the same bit of information more than once
Outcome
I designed five new mobile-friendly pages in Figma including variations thereof:
Sign up/log in
Subscription tier selection
Membership information
Payment
Receipt
I designed a new powered up version of a wash location selector that displays distance from current location and more information about the amount of available wash halls, vacuum cleaners, etc.
Screen Examples
First, enter your email. The system checks whether that email is recognized. If it is, the user has to log in via a password. If not, the user has to sign up.
The idea here was to encourage experimentation by letting the user freely switch between subscription tiers and seeing what new wash programs might get included/excluded.
To select a wash hall, the user could type in their zip code, address, or simply the name of their city. They would then get presented with a list of locations to choose from.
Another idea was using google maps to let the user select a wash hall.
After selecting a location to wash their car, it is easy to add several license plates to purchase more than one subscription (note that the price in the basket is incorrect). Each new subscription can be changed individually if needed.
Payment page
Receipt page