RCO

UI was cluttered with repeated fields and exit links

● UI was cluttered with repeated fields and exit links

● No clear structure guiding the checkout journey

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● Benchmarked competitors (Shopify, Klarna, etc.)

● Proposed shift to single-page checkout

● Created low- and high-fidelity prototypes in Figma

● Built first version of internal UI kit to streamline design

I looked at the most interesting checkouts out there with high volume of transactions

● Consolidated form fields (e.g. merged First/Last name)

● Simplified Page IA using “one action per screen” model

● Designed for mobile-first behavior and focus

The old Resurs CheckOut, (RCO)

Let users choose the winning flow.

● Conducted A/B tests via UsabilityHub and Optimizely

● Focused testing on high-friction areas (e.g. payment module)

● Iterated on interaction patterns based on clickmaps

● Used data to eliminate internal opinion deadlock

A/B testing workflow

This how I set up my A/B testing

Design for action, not admiration — users want speed, not beauty

● Fewer clicks. More conversions. Checkout abandonment dropped from 65% → 48%

● Field errors dropped by 57%, improving user trust

● Foundation now enables faster A/B testing and modular updates

● Clarity beats complexity — removing UI noise had more impact than any new feature
● Testing is learning — even failed tests gave us direction

● Design for action, not admiration — users want speed, not beauty

Click and test the checkout!

Fer