Role: UX/Visual Designer
Tools: Sketch, InVision, & Photoshop
Frontpoint is known for being the best overall Smart Home Security system, balancing DIY installation with professional-quality components. Lift Agency collaborated with Frontpoint to redesign their website with Magento and digital marketing touchpoints to grow their online sales. Currently, 90% of consumers go through the ecommerce experience through desktop; 60% of users reach the website via mobile. To reduce the high 93% cart abandonment rate, Frontpoint wanted to increase the numbers of users purchasing home security products in fewer steps with a more engaging and simplified cart experience.
Reporting to the Lead Sr. Art Director, I worked as the only lead UX designer in a small team of 4 for this project and was responsible in creating the entire ecommerce flow for the new Frontpoint website in both desktop and mobile platforms. Before shipping off the final product to the dev team in India, I spent countless hours doing quality assurance within the aggressive 3-month deadline.
How do we build a better cart experience that decreases cart abandonment and increase RAQ forms?
1. Prioritize mobile leads to more conversion
2. Progress navigation bar makes it easy to see next steps
3. Minimize content on each page view to ease the customer experience
4. Listing all the prices with discounts provides transparency to build trust in the flow to reaffirm purchase
There are 3 main entry points to the shop path: shop page, email captures, and request a quote forms. Users that submit their emails to Frontpoint will receive RAQ, promos, cart reminders, and other marketing emails in the case that they are still doing research for home security products. If the user are ready to purchase then they can go through Frontpoint’s shop path to get started. Users can also get access to shopping through search or paid socials.
+ 46% open rates
+ 43% clickthroughs
+ 73% sales coming sooner
+ 80% of sales are driving from email 1
I also redesigned the request a quote email series and created paid socials for different campaigns. Prospective customers will receive the RAQ emails series signing up for a quote through paid socials, marketing landing pages, and the homepage. A series of 9 emails was sent out to over 100,000 prospects.
This new user flow (below) shows the steps being broken out into 5 steps instead of being consolidated to one page in the cart. This helps make it more clear on what step the user is on and doesn't make the cart filled with too many actions or visual overload.
The current shop page had too many steps cluttered with CTA buttons and navigation links that led to the packages and build your own page. The "Shop Packages" and "Build Your Own" product modules didn't show at desktop or mobile breakpoint and had a lot of wasted space. Although all the products were listed out, the product link interaction led to modals, which led to a lot of clicks.
Both pre-bundled packages and build your own flows is simplified with shorter copy and design to get the customers to complete a purchase. Most importantly the interactions for desktop should scale to mobile.
Instead of having the user bounce between the cart and add-ons; the design decision was to create less interruption by creating add-ons as a step in the checkout flow. Leveraging the designs from Build Your Own to not only create less development effort, but to keep the flow cohesive.
With the removal of the monitoring agreement removed and removal of one plan per the client's request, the user only has to compare 2 plans: interactive and ultimate.
By removing all of the primary CTA buttons, the cart page was simplified to 3 actions: edit cart, continue shopping, and secure checkout. On the right rail of the page, it is packed with many value propositions that include the money-back guarantee and testimonials from customers to build trust and ensure why Frontpoint is the best option for home security.