Redesigning PW’s Batch Purchase Flow
Designed end-to-end purchase flow covering summary, coupons, and order confirmation
Got a Minute?
Quickly know what we did
The Prototype video contains representation of
following screens/ actions-
Batch Description
Order Summary
Add ons info, Book preview, Delivery Address
Coupon
Order Confirmation
Quick Overview
Problem
The order summary felt overwhelming, making it hard to distinguish main item from add-ons. At a moment where trust mattered most, payment details lacked reassurance hence leaving users feeling hesitant and unsure, leading to drop-offs, delayed purchases, or reliance on human support.
Solution
We redesigned the order summary and payment experience to bring clarity at the final decision point. The updated flow clearly separates essentials from optional add-ons, simplifies the price breakdown, and reinforces trust through transparent payment cues
Impact
Overall increase in revenue per user by
Increase in order Completion by
Decrease in support queries by
This data was recorded for initial 15 days of Vishwas Diwas (VD)* 2024 vs 2023 of app only.
Enjoyed the quick peek?
Let’s delve deeper into the project
Let’s Set The Context
About the Project?
This project is related to enhancing the user's full purchase journey after deciding which batch to purchase.
It focuses on improving the batch purchasing experience and ‘creating more revenue opportunities’ for the business to increase the average order value.
It used to look like this
A Fragmented & Confusing Purchase Flow
Goal Of Redesign
Order Summary
Reduce Drop Offs
Increase revenue
Increase average order value
Coupons System
Improve coupons discoverability
Reduce lead to conversion rate.
Reduce support team effort
Order Confirmation
To reduce purchased items queries
Improve transaction status visibility
Key Deliverables
Order Summary
Redesigned the existing order summary page and created cross-sell opportunity
Coupons System
Provided a capability of discount coupons and designed coupon flow.
Order Confirmation
Reduced customer queries regarding the purchase status
Understanding Pain Points
Order Summary
USER SIDE
Overwhelm by a list of products in frequently bought screen
No clarity about frequently bought items
No way to remove fbt from order summary screen.
Confusion about total amount and Pay Button
BUSINESS SIDE
Ineffective cross-selling of PW store products
No capability of add-ons purchases
No combo sales or limited deal kind of feature available.
Coupons System
USER SIDE
Struggle to determine the most suitable coupon
Often resort to contacting counsellors or watching PW’s YouTube video to obtain information about available coupons
BUSINESS SIDE
No solution for brand tie-up coupon opportunities
Minimising counselling efforts by support team
Reduction in lead maturity time through coupon section optimization
Order Confirmation
USER SIDE
Confusion regarding purchased items and their access points
Struggle to obtain invoices and often rely on customer support
BUSINESS SIDE
To reduce the customer query effort as users ask about the status of their payment
No real estate to show marketing/user educational banners.
Final Design
UI That Went Live
Order Summary
Coupons System
Order Confirmation
Result
Final Impact
Sales Data
This data was recorded for initial 15 days of Vishwas Diwas (VD)* 2024 vs 2023 of app only.
Overall increase in revenue per user as compared to VD2.0*
Earned from add-ons and recommended items section
Increase in order Completion on app.
Decrease in Batch access queries on the student support team
Incremental revenue in orders due to ‘retry cta’. Users can change payment source easily.
Designs that didn't make the cut
Iterations
Here are some iterations of order summary, coupon cards and order confirmation
Up Next
Explore More Projects
Improved MLP to Drive More Batch Enrolments.
Redesigned the demo booking flow and MLP to drive conversions for high-value batches.
Turning One-Time Purchases into Scalable Learning Plans
Designed a plan-based model that unlocked user choice and higher revenue.
A Gamified Framework for Smart & Quick Revision
Introduced 13 interactive nuggets to make NEET prep engaging for 2L+ students.
A Ranker Holder Lead Generation Platform
Designed lead generation platform that enabled PW to acquire top rank holder students.
