HelloPrint's checkout, post-purchase, and account flows had accumulated friction over years of patches. I redesigned three critical flows — reducing support contact and improving completion rates.
I combined Hotjar heatmaps with CS ticket categorisation to map precisely where users struggled. Three points: checkout address validation, post-purchase file upload, order tracking in account.
Original checkout: 5 steps, address validation errors causing 23% abandonment at payment. Redesign: 3 steps, inline validation, international address format support.
Simplified payment experience.
Post-purchase file upload generated the highest CS ticket volume. I redesigned it: clearer guidance, format validation before upload, real-time status indicator.
Outdated order confirmation experience.
New order confirmation page
Account was a static archive. Redesigned as an active control panel: reorder, track, and file support tickets directly from the order view.
