In this Product Case for Rogers, users were finding it difficult to understand discounts throughout the plan-building experience.
My challenge was to show promotional value and streamline the mobile path to checkout, addressing both price clarity and purchase flow friction, without overhauling the entire flow.
PROBLEM
Users were finding it difficult to understand discounts throughout the plan-building experience.
• Analytics showed that 25% of users perceived plans as more expensive due to unclear promo pricing, with the highest abandonment rates on mobile.
• An additional journey and usability analysis showed that reaching checkout was difficult on mobile, with no easy way to save the cart.
• Users also had to mentally calculate the final price with promotions applied, creating friction and hesitation.
MY ROLE
I was the Senior Product Designer in the Buy Flow team, and my challenge was to surface promotional value more clearly and streamline the mobile path to checkout, addressing both price clarity and purchase flow friction, without overhauling the entire flow.
MY CHALLENGE:
How could we make plan selection clear and effortless, so users understand promotions and can return to checkout confidently?
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1. Loss of context + value when browsing: On mobile, users had to scroll to explore add-ons, but couldn’t easily see or confirm their selected offers or cart total, leading to confusion and hesitation. Not to mention, they didn’t see how promos improved the final price.
2.Promo friction: Offers were buried deeper in the flow. Many users missed them or didn't understand how they were applied, leading to lower engagement.
3.Checkout drop-off: The main Checkout CTA was not always visible on mobile, increasing abandonment rates. (30% of users abandoned the process after leaving the page).
Alongside documenting pain points, I:
• Benchmarked against industry leaders to identify best practices for promo clarity and checkout accessibility.
• Researched Industry leaders such as Baymard Institute.
• Conducted a heuristic evaluation of the flow;
Promo Offers: After auditing available promotions, analyzing user journeys, and benchmarking competitors, I categorized offer types and validated key pain points. This led to the design of a collapsible promo component that made offers clearer and more contextual, especially on mobile.
Checkout experience: Using existing user research, I proposed a temporary sticky cart on the product page to offset the lack of a global cart. This gave users an easy way to track their selections while browsing, improving flow and reducing drop-offs.
To develop a more holistic product experience, I created a cross-solution that unified Promotional Offers and the Checkout flow. This led to a collaborative effort across teams to integrate the newly introduced Promos section into a dynamically updating sticky cart. Now, users can:
• See the total monthly fee and discounts update in real time
• Access a clear breakdown of promos at any point via the sticky cart
• Continue exploring plans while keeping the checkout CTA visible
VIEW PROTOTYPE HERE (scroll and click): https://www.figma.com/proto/XVPGlSeyiJRslvPR6fRhgt/Portfolio?node-id=44-321&t=rDowtvevDJurS8Q0-1
• 25% increase in user engagement with promotions, showing improved discoverability and clarity (measured via click tracking and interaction logs)
• 37% increase in mobile checkout completion, indicating users felt more confident in their purchase decisions (based on post-launch analytics).
• The sticky cart was adopted as a global Design System component, for both Rogers and Fido.