Zoosk (Spark Networks)
Boosting Zoosk Checkout Conversions by 25%
The problem
The existing subscription flow forced users to navigate through multiple screens entering personal info, payment details and reviewing order across separate steps. Each transition meant potential drop-off, hesitation, or confusion.
My role
I led the UX redesign project: mapping out the checkout journey, identifying pain points, wire-framing, and designing a consolidated flow. My goal: streamline the process, remove cognitive load, and reduce steps down to what’s absolutely necessary.
The outcome
Conversion rate increased by 25%. Checkout completion time reduced by an average of 18 seconds. Drop-off rate between plan selection and payment reduced by 25% Customers reported flow felt “frictionless” and “faster than expected”.
Illustration & brand style
I also defined a friendly yet professional illustration style for BPI. The goal was to balance approachability with refinement, creating an engaging visual language that resonates with a diverse audience while maintaining a premium feel.
Turning products into experiences people love.
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What I did
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Benchmarking
Analyzed how top subscription-services structure their checkout: noticed most combine payment, plan selection, and account info on one page.
Identified UI patterns often used: progress indicators, collapsible sections, clear review summaries.
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Flow redesign
Consolidated all input fields personal data, payment method, plan selection into one scrollable page
Ordered sections in a logical hierarchy: plan → personal info → payment method → summary & confirmation
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Visual & copy refinement
Reduced visual clutter by using minimalist design elements. Clear headings, concise instructions, consistent spacing
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Iteration & testing
A/B tested the old multi-step flow vs the new single-page flow