DJI Ecommerce
This project showcases a user flow overhaul for the checkout portion of DJI’s website to improve usability and decrease abandon rates.
The Problem
DJI needed a more effective way to showcase their products, improve user checkout flow, and decrease abandon rates.
The Process
For this project, I chose to focus heavily on the intuitiveness of the checkout flow to fix the existing issues. To begin, I visited the sites of many competitors within the drone space and made note of the user flow to gain a better understanding of how other sites direct their users. This allowed me to craft wireframes that incorporated and improved upon some of the ideas found on other sites. I then completed development using HTML, CSS, and JavaScript. Finally, I tested the site with several users to ensure that the new checkout flow was intuitive and functioned as expected. To further my focus on usability, I added a light and dark toggle to the site to give users the option for a more comfortable viewing experience. To me, something as simple as a light and dark toggle for accessibility can totally change the way I perceive a site, and may even persuade me against abandoning it.
Results
Simplifying DJI’s checkout flow made the site significantly more efficient, reducing cart abandon rates and increasing sales. Users spent much less time in the cart, leading to more sales conversions from first-time visitors of the site.
Background
DJI was founded in 2006 and is the largest commercial drone manufacturer in the world. They currently hold 70% market share in the drone space. DJI sells drones and cameras ranging from inexpensive devices for average consumers, to professional grade equipment.
