One of the key projects I undertook at GIGM, Nigeria’s leading transport innovation company, was redesigning the checkout experience for the GIGM.com platform. While GIGM had a strong and diverse customer base, our analysis of customer usage metrics revealed a significant issue—there was a notable churn rate right before customers were meant to finalize their online fare payments. This insight prompted me to lead the initiative to identify pain points in the checkout process and redesign it to be smoother, faster, and more trustworthy.

The objective was clear: provide a streamlined and user-friendly checkout experience that would boost customer confidence in the payment process, thereby increasing the conversion rate of successful fare bookings. This, in turn, would deliver more value for our customers and contribute to GIGM’s revenue growth.

Problem Identification:

Upon reviewing customer data and conducting user experience research, several key issues emerged:

• High drop-off rate on the checkout page, leading to incomplete transactions.
• Failed transactions due to limited payment options, which eroded customer trust.

I can further highlight this current experience using a simple customer journey:

Solutions and Redesign:

To address these issues, I designed several improvements focused on simplifying the checkout flow and improving the payment experience:

• First-Time Customer Onboarding: For new users, I introduced an onboarding prompt that encouraged guest customers to sign up, offering incentives such as a discounted travel fee. This allowed us to pre-fill necessary travel and payment details during future bookings, saving time and reducing friction in the checkout process.
• Multi-Payment Options: Working closely with the engineering team, I designed the interface for integrating additional third-party payment methods. This ensured that customers could choose from multiple payment options, reducing the likelihood of failed transactions.
• Pre-Filled Checkout Forms: For returning customers, their information would be automatically populated on the checkout page, further enhancing convenience and speeding up the payment process.

Customers get the prompt to sign up or sign in when choosing travel destination

Customer's travel details has been pre-filled and they get to select more than one payment option at checkout

Results:

The redesign had a significant impact on the overall checkout experience:

• Higher completion rate: The time taken to complete a fare reservation and payment was significantly reduced.
• Lower drop-off rate: The churn rate on the checkout page decreased drastically, as more customers were able to successfully complete their transactions.