Checkout Mobile UX Optimazation
UX Adjustments to Drive Mobile Conversion in the E-Commerce Flow
Project Overview
In this project, I was tasked with optimizing the Domain checkout flow for the US market using a mobile-first strategy. While over half of orders were placed on mobile devices, the mobile conversion rate significantly lagged behind that of desktop users — revealing a clear opportunity to improve mobile performance.
Our goal was to increase mobile checkout conversion by 4% and drive a 1.5% lift on desktop, through a series of quick, low-effort UX improvements rather than a full redesign.
Roll: UX Designer
Team Member: Product Owner, Content UX Designer
Company: IONOS SE
PROBLEM FRAMING
Why was mobile underperforming - and where did users drop off?
Despite a growing share of mobile traffic in the US market, our analytics revealed that mobile users were converting significantly less often than desktop users — with a conversion rate gap of approximately 2.8 percentage points.
After reviewing performance metrics and stakeholder input, we identified three key factors contributing to this performance gap:
Language Misalignment
Linguistic expressions do not meet the expectations of American users.
Mobile UI Friction
Interface elements not optimized for mobile.
Market-Specific UX Gaps
Processes not tailored to local user habits.
Design Strategy
Design Principles: Mobile First / Conversion Driven / Less is More.
Desktop follows mobile with minor adjustments
Mobile First
Conversion Drive
Focus on upsell product business and checkout process speed.
Less is More
Attention to detail on minor adjustments.
How might we streamline the mobile checkout experience to increase clarity, reduce drop-offs, and align with US market expectations?
Design Process
We split optimization into two parts: the UX process and UI details (both UI and Copy). There is one content designer and two UX designers in the team. I was responsible for the UX flow and UI details optimization, and at the same time, I discussed with the other two designers about the optimization of the language and copy, and finally reviewed with the Prodcut Owner to provide two to three options for each of the three parts of the optimization for the next step of user testing and discussion.
Current Userflow
Domain check result
Add to cart (upsell 1)
Add extra products
Confirmation
Signup
Confirmation
Payment
1
2
3
4
5
6
7
Problems
Unclaer process steps → Perceived endless flow
The current section structure lacks clear hierarchy and logical flow, making it difficult for users to understand where they are in the checkout process. Implement a clear, step-by-step layout with visual indicators of progress.