UX Case Study: Simplifying Checkout for Al Ershad Online
Al Ershad Online is a prominent electronics e-commerce platform in the UAE. This case study highlights UX design process to improve their checkout experience focused on minimizing friction, increasing clarity, and improving conversions.
Despite strong product demand, users often abandon their carts during the checkout process. The existing user flow was lengthy, confusing. Our goal was to identify key friction points and redesign the checkout journey to boost completions.
Common Pain Points in E-commerce Checkout
Through competitor analysis and UX heuristics, we discovered recurring pain points that also applied to Al Ershad’s flow. These include unclear progress, form fatigue, and lack of user trust during the final steps.
The original design lacked a clear structure and overwhelmed users with multiple fields on a single page. The absence of validation, feedback, and progress indication made the checkout tedious and error-prone.
Based on analytics and interviews, we developed personas to reflect primary user behaviors. These helped guide design decisions throughout the process.
Key UX Issues & Our Recommendations
After mapping the user journey, we identified key issues across form layout, content hierarchy, and feedback. Below are the main findings along with actionable solutions we proposed.
User Flow Mapping
To better understand how users move through the checkout process, we created a simplified flow chart. This helped us visualize key interaction points, identify friction areas, and ensure a seamless step-by-step journey from cart to confirmation.
Low-Fidelity Wireframes
Before diving into high-fidelity design, we sketched low-fi wireframes to quickly iterate on layout ideas. These wireframes focused on structure, field grouping, and simplified navigation without visual distractions—allowing us to test core usability early.
Final Redesigned Checkout Screens
The new design introduces a cleaner layout, clear progress indicators, smart field validation, and trust signals to reduce abandonment. The flow is now mobile-first, intuitive, and optimized for faster task completion.
