About MieterPlus checkouts

ImmoScout24, a German real estate platform facilitating home searches for both renters and buyers, offers memberships for renters called MieterPlus. Several touchpoints on the website lead to the MieterPlus checkout, a two page process where users choose and pay for their package.

The Challenge

As part of a larger initiative aimed at enhancing user awareness of MieterPlus features, I pinpointed the checkout process as a strategic touchpoint to amplify this awareness. The dilemma lays in the fact that the existing checkout design was finely tuned to optimize conversion rates. My task was to redesign the checkout process in such a way that wouldn't compromise conversion rates but instead enhance it by seamlessly incorporating and highlighting MieterPlus features.

My Role

As the UX/UI designer responsible for continuously optimizing the checkout process, I worked closely with the product manager to understand the overall business goals and objectives related to the checkout process while collaborating with analysts to analyze user data and gather insights into user behavior.

The Process

Observing user behavior:

I began by investigating how users interact with the current checkout flow. Do they read the benefits being shown? What are pain points, drop-off stages, and areas where users might be facing challenges or hesitations? Since the timeline was tight, we did not have the opportunity performing user testing, so I instead analyzed users behavior in Mouseflow.

Current checkout

Major findings:

On mobile many users did not see the CTA because they weren’t scrolling below the packages, which led to rage clicks on the package itself and then users bouncing off the page when they couldn’t move forward.
On mobile most users who did scroll down, did not stop to read the benefits.
On desktop most users would choose the package and just proceed to payment without spending extra time to read the benefits.

Brainstorming and iterations:

After engaging in brainstorming sessions and conducting desk research, we decided to implement a view that presents the features of each bundle. This approach allows users to effectively compare different bundles and gain a better understanding of what each bundle offers. A tabular view was easy to implement on desktop, but mobile was less straightforward. I started iterating on the mobile experience and conducted in-house user testing to get fast feedback.

Mobile iterations

Final Designs:

Adopted a new fresh design with the colorful pluses
Added the “favorite” tag to help guide users with their decisionMade the CTA sticky
Listed the features in a way that users can compare between bundles
Applied the minimal footer to this page to help users focus on what they are here to do

Results:

All these changes lead to an increase in conversion and also an increase in feature awareness.
My designs were also featured in an article by Mike Delprete- real estate tech strategist wrote about ImmoScout24.

Link to his article

Designs were featured in an article by Mike Delprete

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