© 2019 Kateryna Leaver 

Leflair Check Out Flow

Leflair is the first website in Vietnam to provide its access to the world’s best brands, at a fraction of the retail price. Every morning, and for a very limited time, it opens new boutiques filled with selection in women’s & men’s fashion, beauty, home, kids and much more, all guaranteed genuine.

The checkout flow is where the money is at. So what makes a smooth checkout?

Ease of use. A good checkout should seek to make that work as easy as possible, adding shortcuts where they will help, and avoiding anything which adds extra friction.

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Board sketching

This was my first serious project in Leflair and we still had a members-only site. One of the problems was to convince investors to get rid of forced registration, as they wanted to keep Leflair as members-only site, but researches showed us Vietnam is not ready for such a market. As soon as the forced sign up wall was killed, we gave users the opportunity to check out without creating an account.

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User flow

My role here was to analyze the UX of payment, upgrade the flows and implement credit card payment. I found that transaction points were overly complex and off-putting. I had to push developers and stakeholders to quickly upgrade the experience. We eliminated breakpoints, merged steps, added small incentives.

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Wireframing and prototyping

As a result, our conversion rate was increased, less frustration for users on how to buy items, less abandoned bags and fewer complaints to the Service center. We instilled trust in our customers by displaying a security band in their checkout and made their purchase process as easy as possible. Reduced the form-filling friction as much as possible.

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Check out page before and after redesign

After 15 days of A/B testing of current and new design, the winner was the second one. We received a great feedback from customers. As a result, we increased our conversation rate by up to 33%, got less abanded carts and more satisfied customers according to customer service reports.