kabum! checkout redesign
Experience architecture strategies and friction reduction to maximize revenue for Brazil's largest tech and gaming e-commerce platform.
kabum! checkout redesign
Experience architecture strategies and friction reduction to maximize revenue for Brazil's largest tech and gaming e-commerce platform.
01 / context
context
Checkout is the point where purchase intent turns into revenue. Any friction along that path has a direct, measurable impact on the business.
High abandonment rate (44%)
Heavily concentrated on mobile devices, with a direct hit to revenue.
Dead clicks
Recurring frustration in the address and ID fields.
High contact rate
High volume of support tickets caused by form-filling errors.
02 / discovery
discovery
The project's central question: "Where in the checkout architecture is friction highest?"
Google Analytics — Jan/Feb 2025
Before implementation: 44% cart abandonment, and 48% on the same page when interacting with the shipping component.
Clarity — recorded sessions
These sessions complemented the quantitative data. They showed dead clicks on the address field and users restarting the flow after being forced to log in before confirming their intent to buy.
Flowchart - old checkout.
03 / decisions
decisions
The pre-implementation funnel confirmed the problem was concentrated in the step that mixed address and shipping, not in the payment decision.
Start of cart — 44.8% abandonment
The biggest drop-off already showed up at the very first contact with the purchase flow.
Shipping selection — 48.46% abandonment
The single biggest drop-off point in the entire funnel, where address and shipping competed on the same screen.
04 / handoff
handoff
Component documentation, including behavior notes by state, interactions, and accessibility.
05 / results
results
-17 p.p.
cart abandonment
From 44% to 27.05% in the first five months after launch.
100%
gradual validation
Hypotheses tested individually through A/B experiments before rollout.
Next project
ds.sensei; design system →
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