Year
2025
Focus
End of Funnel Refresh
The Last Two Pages That Matter Most
Refreshing review and checkout under brand transition without losing momentum at the funnel's most fragile step
The review and checkout pages sit at the end of the funnel, where every UX decision shows up directly in the numbers. As part of the brand rollout, the whole UX team refreshed both. Using the brand window as cover to address pain points the team had been watching for some time, while personally responsible owning the post-launch metrics end-to-end.
The real question wasn't "how do we apply the new brand to these pages?" It was "what's quietly slowing customers down at the most critical step in the funnel and how do we fix it without losing what's already working?"
The Problem
Review and checkout were doing their job, but not as well as they could. On review, the booking price breakdown, the thing customers most wanted to see, sat at the bottom of the page, buried under upsell content. Decision fatigue was real. On checkout, the form was long, dense, and presented every field at equal weight, with backend inconsistencies bleeding into the front-end experience. These were high-traffic, high-stakes pages: get them wrong, and the cost lands directly on conversion.
The Solution
On review, the price breakdown moved up into view immediately, and upsell content was rebalanced so the page reviewed first and sold second. On checkout, progressive disclosure collapsed completed and secondary content, keeping the customer focused on the next decision, not the full picture. We partnered closely with engineering to clean up backend content so the front-end could present it clearly, not work around it. Concepts for the next phase begin breaking the journey into discrete decision points, reducing fatigue further still. I owned the post-launch metrics directly, running weekly performance reviews with key stakeholders, pivoting where the data called for it.
Outcomes
Insurance Attachement
16% Up
Continuation Rate to Checkout
2.8% Lift
Member Login
109% Increase
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