Checkout redesign contributing to R$1B+ in transactions

Magazord's checkout was originally designed many years ago, when most purchases were made on desktop devices. By the time I took ownership of the project, mobile traffic had overtaken desktop, making the existing experience outdated.

To ensure I was solving the right problems, I first needed to understand where users struggled throughout the checkout journey. I conducted a small-scale usability study, asking participants to complete purchases on our clients' e-commerce websites. One insight stood out immediately: users felt fatigued before completing the checkout because the flow required too many form fields and unnecessary inputs. With this in mind, I mapped every required input and investigated the business rationale behind each one, working with stakeholders to understand why the information was being collected and whether it was truly necessary.

One of my main goals was to make the checkout process as short and seamless as possible. The original flow consisted of five steps. I reduced it to three and removed several unnecessary fields that were only required in edge cases, such as gender, date of birth, a secondary phone number, and the recipient's name. The redesigned flow was structured as follows:

I designed the components to progressively collapse once each step was completed, displaying a compact summary of the information provided. This allowed users to review or edit their information at any time without navigating to another page. I applied a similar approach to the address flow. Previously, all address fields were displayed upfront. In the redesigned experience, users only needed to enter their ZIP code, and additional fields appeared only when information could not be retrieved automatically. Finally, to prevent users from having to return to the cart to review their items, I added an order summary directly to the checkout, keeping the most relevant purchase information accessible throughout the entire process.

I introduced a cart rewards feature that allowed customers to unlock rewards based on their purchase value, contributing to a 10% increase in average order value (AOV). I also created a cart-exclusive discounts interaction, which drove strong results for e-commerce businesses using the new checkout. Finally, a progress bar that showed customers how much more they needed to spend to unlock free shipping, encouraging higher order values.

After all these release, in my perspective Magazord reached an amazing conversion rate, let’s have a glimpse around it

• Building Features That Work Across Different Business Models

  All these features were designed for more than 2,100 e-commerce businesses across different industries, each with its own needs and requirements. Magazord supports a high level of customization, so designing solutions that could serve such a diverse customer base was challenging. However, the results proved that the approach was effective.

• Discovering Edge Cases Along the Way

  At the beginning of the project, I didn't have a dedicated PM to rely on. As a result, I discovered several edge cases, business rules, and system configurations only midway through the design process. It wasn't necessarily a problem, but it caught me off guard and reinforced the importance of identifying business constraints earlier in the process.