Jimdo: Optimizing Checkout, Pricing & Payment Experiences
+2% conversion and 30% faster checkout, on a funnel that was already beating industry benchmarks.
Improving something that already works is harder than fixing something broken. There's no obvious villain, no broken flow to point at. This is the story of finding the 2% that was still on the table.
Role: UX Product Designer
Tools: Figma, Mixpanel, Maze, Miro, Tableau
Timeline: 8 months
Company: Jimdo
My role
I owned this end to end as the designer on the initiative. I pulled and analyzed the funnel data myself in Mixpanel and Tableau, designed and ran the usability tests in Maze, wrote the hypotheses I brought to the Product Manager, and stayed in the room through dev handoff and A/B test results. Product and Engineering were close partners throughout, but the research, the design decisions, and the case for prioritization were mine.
Impact
- +2% conversion on a funnel already above industry benchmark
- 30% faster checkout completion
- Apple Pay and Stripe integrated, removing a top cited drop off reason
- Measurable increase in longer term plan adoption (monthly to yearly or 2 year), from savings messaging
The problem behind the problem
Jimdo's checkout was already outperforming industry benchmarks. That's exactly what made this hard: the challenge wasn't a broken experience to redesign, it was finding the small moments of hesitation, confusion, and friction still costing conversions inside something that "worked." Data pointed to mobile drop offs, low payment trust, and unclear long term value as the likely places to look.
Finding the signal
I combined behavioral analytics, usability testing, and direct user feedback to find where people actually got stuck, not where I assumed they would.
- Funnel analysis in Mixpanel and Tableau to identify drop off patterns and prioritize mobile pain points
- Usability testing in Maze to validate or kill hypotheses before investing design time in them
- Opportunity mapping that combined business goals, behavioral data, and user needs into a prioritized list I brought to the PM
Designing and shipping the fix
Rather than a big redesign, I focused on a series of targeted, testable changes.
- Simplified the checkout structure and clarified progression, especially on mobile
- Introduced stronger trust and security cues, and helped integrate Apple Pay
- Used content, hierarchy, and visual emphasis to help users understand plan differences and savings without overwhelming them
- A/B tested upsell placement, messaging, and add on visibility, and iterated based on real usage data
What I took from this
Meaningful improvements don't always come from big redesigns. Sometimes the highest impact work comes from paying attention to detail, questioning assumptions, and improving what already works, one tested change at a time.
Keywords
Product Design, UX Research, Usability Testing, Interaction Design, Data Visualization, Product Strategy, Experimentation, Design Systems
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Who am I? Hi, I'm Lucila, but you can call me Lu.
I'm a Senior Product Designer who helps teams understand users, untangle complexity, and build products that actually make sense. I know how to move fast without losing structure. Argentina taught me the first part, Germany shaped the second.