Rogers • Checkout & Promos
Project Summary & Problems
While designing for the Buy Flow team at Rogers, I collaborated with two streams of work - Promotional Offers and Checkout Experience. These were the challenges and their respective goals:
Promo Offers Pain points
After analyzing the journey, gathering previous insights from our research team and doing a heuristic evaluation, these were the main pain points highlighted:
1. It was hard to know how discounts were applied.
2. It wasn’t clear if discounts stack or conflict.
3. Discounted pricing didn’t appear until late in the flow
Methodologies
Besides observing the pain points along the journey, and conducting an Heuristic Evaluation, I also gathered Industry best practices from Industry leaders to help me build my case:
“70% of e-commerce users start their journey on their mobile phones”
…but Rogers mobile design had usability issues: Users had to scroll excessively to view all plans and reach the checkout CTA at the bottom of the page.
Outcomes
Promo Offers: After analyzing the range of available promotions, conducting a competitive audit, and gathering various research insights, I categorized offer types and validated pain points through more user journey insights. This led to the design of a dedicated, collapsible component to display promotional offers clearly and contextually.
Checkout experience: I leveraged prior user research and recommended a temporary sticky cart on the main product page to compensate for the lack of a global cart. This gave users a convenient way to track their purchases without navigating away.
Final Solution
For the final development of a more holistic product, I created a cross-solution that unified Promotional Offers and the Checkout experience. This led to a collaborative effort to integrate the newly introduced Promos section seamlessly into the Checkout’s sticky cart design.*
Users can now see the total monthly fee with all applicable discounts updated dynamically as they explore different plan options. A detailed breakdown of promotions is available in a dedicated area near the checkout, accessible at any point via the sticky cart.*
* View detailed images below.
Business Impact
• User engagement with promotions increased by 20%, showing improved discoverability and understanding
• Mobile checkout completion increased by 16%, indicating that users felt more confident in their purchase decisions.
• The new sticky cart was adopted as a global component in the Design Systems and was implemented by our 2nd largest brand, Fido