eva.ua, since 2019

Checkout

Where a full cart becomes an order, rebuilt for desktop and mobile and for the move to EVA’s new platform.

Role
Lead designer
Platform
Desktop and mobile web

+3%conversion after the update

The eva.ua checkout before the update, on desktop The new eva.ua checkout on desktop

Before the update

+3%conversion after the update

The problem

A checkout on eva.ua has a lot to hold: delivery to EVA’s pickup points, Nova Poshta and Ukrposhta, bank discounts, state payment programmes, promo codes and gift certificates, and, with the marketplace, orders from more than one seller.

The old page set it all out at once: six delivery rows, each “planned in 2–3 days”, a bank banner in the middle of the form, the certificate’s states inline. The task was fewer drop-offs between the steps and a faster checkout.

What changed

  1. Sign-in became a shortcut

    Before, the page opened on a sign-in row with two links and three reasons to register, then asked for the city and delivery. Now it makes one offer, “Sign in to fill in your details quickly”, and asks for contact details first; the city moves into delivery.

    A returning customer skips the typing, and a new one is never held up by an account.

    The old checkout on desktop: a sign-in row with two links and three reasons to register, then the city and the delivery options
    Before
    The new checkout on desktop: one offer to sign in, above the contact details
    After

  2. Delivery opens on one suggestion

    Before, every option was a row of the same weight. Now the block starts from the city, says when delivery is free, and opens on one option, a Nova Poshta parcel locker, with its price, an estimated delivery date and its hours.

    One clear default with the date that matters, instead of six rows to compare.

    The old checkout on a phone: delivery options as rows of the same weight, each planned in 2–3 days
    Before
    The new checkout on a phone: the city, free delivery, and one Nova Poshta parcel locker with its delivery date and hours
    After

  3. The order button stays in reach on phones

    Before, it sat in the summary at the end of the page. Now a dark “Place order” button with the total stays on screen through the form, with “We guarantee payment security” under it.

    The total and the next step are in view at every field.

    The old checkout: the order button in the summary at the end of the page
    Before
    The new checkout on a phone: the dark Place order button with the total, over the form
    After

States

Every method says what it costs before you choose it: no commission for cards and instalments, each carrier’s fee for paying on receipt. State payment programmes are a method of their own, and the programmes that can’t be used are named above the list. The cards, tags and notices are EVA Library components.

A notice above the payment methods: payment with two state programmes is unavailable
The programmes that can’t be used, named first
Card payment: Visa, Mastercard, Apple Pay and Google Pay, with no commission
A card: no commission
State programmes selected: payment with state-payment cards, no commission, and the two cards to choose from
Selected: a state programme and its two cards
Payment on receipt, in cash or by card, with the Nova Poshta and Ukrposhta fees
On receipt: each carrier’s fee

How it was proved

How it was read
The funnel, block by block (begin, shipping, payment, purchase), to find the biggest losses.