Ozon · Mobile App · E-commerce
Ideal flow of
purchases
Ideal flow of
purchases
Ozon - is one of the largest marketplaces in Russia, you can buy there almost everything, it is already possible to buy even a car!
The task was to create a purchasing path on Ozon with the fewest steps, not only through the Ozon Card, but overall: how to reduce flow in various purchasing scenarios.
7
Hypotheses
12
Work stages
10
Interviews conducted
A/B
Testing
Task
Minimum clicks to purchase
To create the "ideal flow" for making a purchase on Ozon with the least number of steps. The task was considered not only through payment with the Ozon Card but more broadly: how to optimize the customer's journey across different product categories.
The key challenge is to find a balance between the speed of checkout and user awareness, without sacrificing business metrics (average order value, conversion rate, advertising revenue).
Problem
Difficulties before the payment process
01
Unnecessary steps in the purchasing process
Especially noticeable when paying by card and receiving discounts and bonuses: the user goes through too many intermediate screens
02
Inconvenient navigation interface
"Very inconvenient interface, too many unnecessary clicks. For example, to pay by card, you have to go through a lot of steps", — from user interviews
Process
Stages from briefing to A/B testing
01
Research
Brief, brand study, competitive analysis, studying the current user journey on Ozon
02
Hypotheses + interviews
Idea generation, 4 hypotheses, user interviews for validation
03
Flow + prototype
User flow, based on data and revisions, 8 prototype screens, usability tests
04
Design + A/B
Final design, UI kit, specifications, A/B testing
Competitive analysis
Detailed analysis of 3 marketplaces
Detailed analysis of 3 marketplaces
I thoroughly made research of the user flow, I took three competitors: Yandex.Market, Wildberries, and Temu. For each of them I created a complete task flow, documented all screens from search to payment, and analyzed strengths and weaknesses.
Wildberries
Fast purchase flow, but overloaded product cards and complicated category navigation
Yandex.Market
Cleaner interface, but a long path to payment; interesting solutions in filtering
Temu
Aggressive upselling, but an effective recommendation system after payment and quick one-click purchase
The analysis helped formulate hypotheses at the intersection of the best practices of competitors and the specifics of Ozon.
Current flow
How the purchase process works now
I documented the complete task flow in the Ozon app from the main screen to payment confirmation.
I identified pain points: unnecessary steps between the cart and payment, lack of quick access to reviews, and a dead end on the "Thank you for your order" screen
Analysis results
What the research showed
I thoroughly researched the user flow of three competitors: Yandex.Market, Wildberries, and Temu. For each of them, I created a complete task flow, documented all screens from search to payment, and analyzed strengths and weaknesses
Product card
Users highly appreciated when the description and photos are not interrupted by ads. Ads and recommendations can be placed below to avoid distracting from the main details
One-click purchase
A screen with quick recommendations after placing an order will allow adding items with one click for those who just remembered neded items after making a purchase
Displaying reviews on one screen
quick view of reviews without navigating to other pages
Payment for the 40+ audience
The payment interface should be simplified for older users. The option for one-time payment without the need to save card details in the system will be convenient for users who do not want to store their information in the app
Hypotheses
4 hypotheses tested through interviews
I thoroughly researched the user flow of three competitors: Yandex.Market, Wildberries, and Temu. For each of them, I created a complete task flow, documented all screens from search to payment, and analyzed strengths and weaknesses
01
Adding items after checkout
Allowing users to add items to an already placed order could increase
the average check by 10%
Need more data
02
Notifications about availability
Notifying about product availability at the cart stage will reduce abandonment during checkout by 20%. The hypothesis was not confirmed, because Ozon immediately offers a replacement
Failed
03
The importance of quick review access
Reviews directly on the product card will speed up adding to the cart by 15%
Approved
04
Direct payment via Fast payment
A QR code without bank selection increases the number of successful transactions
Need more data
Insights from interviews
What users shared
Filtering reviews by keywords
Users want to quickly find relevant reviews instead of scrolling through everything
The Ozon card is more of a savings tool
Rather than a full-fledged banking product, perceived at the level of discounts and cashback
Order to the wrong address
A common problem that leads to order cancellation and reordering
QR code as an alternative to card linking
Preferred by those users who value security and avoid linking cards
QR code as an alternative to card linking
Preferred by those users who value security and avoid linking cards
Additional hypotheses
Hypotheses from insights
Based on insights from interviews, I added 3 additional hypotheses for further testing
Hypothesis 1
Quick scrolling of top reviews directly on the product card, as well as filtering by keywords and "helpfulness"
Hypothesis 2
Direct payment via SBP with QR code, without an intermediate bank selection screen
Hypothesis 3
Adding products after payment —> "Pay in 1 click" screen within 10 minutes + personalized recommendations
New flow
New f low based on data
Based on interviews and research, I created a user journey. 3 hypotheses were added to this flow for further testing. 8 screens prepared for minimal testing and hypothesis validation with real users
Solution
Screens of the new user flow
Hypohesis 1. I adopted the process according to how users work with reviews:
added tab for reviews, when you scroll down, cause often users get lost because of information
first of all you see usefull reviews, which means more liked and fresh (now it looks more random)
«popular search» tags added, so that the user could select quick filter to get needed info faster
keyword search helps users to find specific info in reviews
Backlog
Future improvements
Adding products to the order
Optimizing steps and screens after clicking on payment: adding products in 1 click
Interface decluttering
Simplifying and minimizing visual noise for
new users and older audiences.
Choosing product variations
Convenient selection of color and quantity
when adding to the cart without
unnecessary transitions.
Ozon · Mobile · E-commerce
Ideal flow of purchases
Ozon is one of the largest marketplaces in Russia.
You can buy almost anything there, even a car. The task was to create a purchasing path with the fewest steps, not only through the Ozon Card, but overall: how to reduce flow across various purchasing scenarios.
7
Hypotheses
12
Work stages
10
Interviews conducted
A/B
Testing
Task
Minimum clicks to purchase
To create the "ideal flow" for making a purchase on Ozon with the least number of steps. The task was considered not only through payment with the Ozon Card but more broadly: how to optimize the customer's journey across different product categories
The key challenge is to find a balance between the speed of checkout and user awareness, without sacrificing business metrics (average order value, conversion rate, advertising revenue)
Problem
Difficulties before payment
01
Unnecessary steps in the purchasing process
Especially noticeable when paying by card and receiving discounts and bonuses: the user goes through too many intermediate screens
02
Inconvenient navigation interface
"Very inconvenient interface, too many unnecessary clicks. For example, to pay by card, you have to go through a lot of steps", — from user interviews
Process
From briefing to A/B testing
01
Research
Brief, brand study, competitive analysis, studying the current user journey on Ozon
02
Hypotheses + interviews
Idea generation, 4 hypotheses, user interviews for validation
03
Flow + prototype
User flow, based on data and revisions, 8 prototype screens, usability tests
04
Design + A/B
Final design, UI kit, specifications, A/B testing
Competitive analysis
3 marketplaces compared
I thoroughly researched the user flow of three competitors: Yandex.Market, Wildberries, and Temu. For each of them, I created a complete task flow, documented all screens from search to payment, and analyzed strengths and weaknesses
Wildberries
Fast purchase flow, but overloaded
product cards and complicated category
navigation.
Yandex.Market
Cleaner interface, but a long path to
payment. Interesting solutions in filtering.
Temu
Aggressive upselling, but an effective
recommendation system after payment
and quick one-click purchase.
The analysis helped formulate hypotheses at the intersection of the best practices of competitors and the specifics of Ozon
Current flow
How the purchase process works now
I documented the complete task flow in the Ozon app from the main screen to payment confirmation. I identified pain points: unnecessary steps between the cart and payment, lack of quick access to reviews, and a dead end on the "Thank you for your order" screen
Hypotheses
4 hypotheses tested through interviews
01
Adding items after checkout
Allowing users to add items to an already placed order could increase the average check by 10%
Need more data
02
Notifications about availability
Notifying about product availability at the cart stage will reduce abandonment during checkout by 20%. The hypothesis was not confirmed, because Ozon immediately offers a replacement
Failed
03
Quick review access
Reviews directly on the product card will speed up adding to the cart by 15%
Approved
04
Direct payment via SBP
A QR code without bank selection increases the number of successful transactions
Need more data
Insights from interviews
What users shared
Filtering reviews by keywords
Users want to quickly find relevant reviews instead of scrolling through everything
QR code as an alternative to card linking
Preferred by those users who value security and avoid linking cards
The Ozon card is more of a savings tool
Rather than a full-fledged banking product, perceived at the level of discounts and cashback
Order to the wrong address
A common problem that leads to order cancellation and reordering
To be continued...
Mobile version is in process, you can find whole case on desktop
Additional hypotheses
Hypotheses from insights
Based on insights from interviews, I added 3 additional hypotheses for further testing
Hypothesis 3
Quick scrolling of top reviews directly on the product card, as well as filtering by keywords and "helpfulness"
Hypothesis 3
Direct payment via SBP with QR code, without an intermediate bank selection screen
Hypothesis 3
Adding products after payment —> "Pay in 1 click" screen within 10 minutes + personalized recommendations
New flow
New f low based on data
Based on interviews and research, I created a user journey. 3 hypotheses were added to this flow for further testing. 8 screens prepared for minimal testing and hypothesis validation with real users
Backlog
Future improvements
Adding products to the order
Optimizing steps and screens after clicking on payment: adding products in 1 click
Interface decluttering
Simplifying and minimizing visual noise for new users and older audiences
Choosing product variations
Convenient selection of color and quantity when adding to the cart without unnecessary transitions
Hypohesis 1. I adopted the process according to how users work with reviews:
added tab for reviews, when you scroll down, cause often users get lost because of information
first of all you see usefull reviews, which means more liked and fresh (now it looks more random)
«popular search» tags added, so that the user could select quick filter to get needed info faster
keyword search helps users to find specific info in reviews
Solution
Screens of the new user flow
To be continued...
Mobile version is in process, you can find whole case on desktop
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