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Case 02

An Unexpected Pivot That Could Impact 200k+ Users

Family Search

My Role

Lead Researcher & Designer

Team

3-Person Cross-Functional Team

Timeline

January 2025 - April 2025 (4 Months)

Business Model

Nonprofit Organization

An Unexpected Pivot that Could Impact 200k+ Users

How one question shifted product strategy

The Challenge

The platform struggled with a 40% cart abandonment rate during checkout. Users encountered unclear error messages, redundant fields, and poor mobile optimization, leading to frustration and drop-offs.

[Process]

Constraints

Existing brand guidelines across multiple apps Need to maintain the core indexing functionality 4-month timeline with academic semester structure

Existing brand guidelines across multiple apps Need to maintain the core indexing functionality 4-month timeline with academic semester structure

Constraints

Existing brand guidelines across multiple apps Need to maintain the core indexing functionality 4-month timeline with academic semester structure

Existing brand guidelines across multiple apps Need to maintain the core indexing functionality 4-month timeline with academic semester structure

Constraints

Existing brand guidelines across multiple apps Need to maintain the core indexing functionality 4-month timeline with academic semester structure

Existing brand guidelines across multiple apps Need to maintain the core indexing functionality 4-month timeline with academic semester structure

Task

Simplified the checkout process into three steps: Cart Summary, Payment.

Simplified the checkout process into three steps: Cart Summary, Payment.

Task

Simplified the checkout process into three steps: Cart Summary, Payment.

Simplified the checkout process into three steps: Cart Summary, Payment.

Task

Simplified the checkout process into three steps: Cart Summary, Payment.

Simplified the checkout process into three steps: Cart Summary, Payment.

Solution

We started by exploring gamification and social features—common patterns to boost motivation in younger audiences. However, after discovering overlap with FamilySearch’s Together app, our solution pivoted to product integration.

We started by exploring gamification and social features—common patterns to boost motivation in younger audiences. However, after discovering overlap with FamilySearch’s Together app, our solution pivoted to product integration.

Solution

We started by exploring gamification and social features—common patterns to boost motivation in younger audiences. However, after discovering overlap with FamilySearch’s Together app, our solution pivoted to product integration.

We started by exploring gamification and social features—common patterns to boost motivation in younger audiences. However, after discovering overlap with FamilySearch’s Together app, our solution pivoted to product integration.

Solution

We started by exploring gamification and social features—common patterns to boost motivation in younger audiences. However, after discovering overlap with FamilySearch’s Together app, our solution pivoted to product integration.

We started by exploring gamification and social features—common patterns to boost motivation in younger audiences. However, after discovering overlap with FamilySearch’s Together app, our solution pivoted to product integration.

[04] Testing & Iteration

Conducted A/B testing with 500 users, comparing the original and redesigned flows.

Conducted A/B testing with 500 users, comparing the original and redesigned flows.

[04] Testing & Iteration

Conducted A/B testing with 500 users, comparing the original and redesigned flows.

Conducted A/B testing with 500 users, comparing the original and redesigned flows.

[04] Testing & Iteration

Conducted A/B testing with 500 users, comparing the original and redesigned flows.

Conducted A/B testing with 500 users, comparing the original and redesigned flows.

[Persona]

Jhon Roberts

Marketing Manager

I just want the checkout to be quick and painless—no surprises or unnecessary steps!

Age: 29

Location: New York City

Tech Proficiency: Moderate

Gender: Male

[Goal]

Quickly complete purchases without interruptions.

Trust the platform to handle her payment securely.

Access a seamless mobile shopping experience.

[Frustrations]

Long or confusing checkout processes.

Error messages that don’t explain the issue.

Poor mobile optimization that slows her down.

[Outcome]

25% increase in checkout completion rates.
30% reduction in cart abandonment on mobile devices.
40% improvement in perceived ease of use, as measured by post-launch surveys.

[Key Learnings]

Simplification is key

Users value a quick and easy process, especially on mobile.

Designing experiences that prioritize user needs and behaviors.

Simplification is key

Users value a quick and easy process, especially on mobile.

Designing experiences that prioritize user needs and behaviors.

Simplification is key

Users value a quick and easy process, especially on mobile.

Designing experiences that prioritize user needs and behaviors.

Iterative testing pays off

Regular testing uncovered hidden issues and ensured the design met user needs.

Designing experiences that prioritize user needs and behaviors.

Iterative testing pays off

Regular testing uncovered hidden issues and ensured the design met user needs.

Designing experiences that prioritize user needs and behaviors.

Iterative testing pays off

Regular testing uncovered hidden issues and ensured the design met user needs.

Designing experiences that prioritize user needs and behaviors.

Details matter

Small improvements, like error validation and mobile optimization, had a significant impact.

Designing experiences that prioritize user needs and behaviors.

Details matter

Small improvements, like error validation and mobile optimization, had a significant impact.

Designing experiences that prioritize user needs and behaviors.

Details matter

Small improvements, like error validation and mobile optimization, had a significant impact.

Designing experiences that prioritize user needs and behaviors.

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