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Client
Civitatis
year
2025
Services
UX RESEARCH & UX/UI DESIGN
timeline
2 MONTHS
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Challenge
The checkout experience for Civitatis users has been identified as a critical friction point causing cart abandonment. The existing process lacks intuitive navigation and flexibility, leading to frustration for users managing multiple reservations or completing purchases. Insights from usability testing highlight that a poorly designed payment flow often results in users abandoning their carts, even when they are close to completing their purchase. This presents a clear opportunity to enhance the user journey from the moment they add activities to their cart through to finalizing their purchase.
Goal
The goal is to create a seamless, user-focused checkout experience that simplifies navigation, reduces friction, and encourages multi-activity purchases, ultimately increasing the conversion rate. This involves designing an intuitive cart that replaces the current step 1 of the checkout process and implementing a streamlined, mobile-first linear checkout flow.
Solution
The solution integrates a clear and flexible cart system accessible from any point, with features for modifying and managing reservations. The checkout process is optimized with collapsible sections for key details, dynamic payment options, pre-filled fields for logged-in users, and trust-building elements such as secure payment assurances and free cancellation messaging. A/B testing will be used to measure and refine the new design, ensuring it meets user needs while driving business outcomes.
