Sunday
Project Type
Industry
Timeline
UX Strategy
E-commerce
6 months
Unlocking Ecommerce Growth Through Payment Flexibility
Sunday’s one size fits all payment model limited access to a broader customer base and created unnecessary friction at checkout. Fuego UX reimagined the funnel, pricing options, and checkout experience to boost acquisition and increase long-term value.
Services
UX Strategy
Usability Testing
Conversion Optimization
Checkout Redesign
Team
Lead Product Designer
Product Designer
Designing for Revenue Impact
We started with competitive analysis and user research to pinpoint industry best practices for flexible pricing and identify the specific funnel friction points causing abandonment. Through rapid prototyping and usability tests, the team rigorously explored various bundling, pricing, and checkout options. The design prioritized clear, concise communication of value, price transparency, and high visibility into subscription package contents, ensuring a seamless, confidence-building checkout experience.
Results
Improved payment flexibility delivered measurable growth outcomes.
• The refined funnel flow, validated through multiple iterations and A/B testing, led to an increase in conversion rates by removing payment friction and instilling confidence.
• The successful implementation of the pay-as-you-go option made Sunday's product accessible to a wider, previously untapped range of customers, resulting in higher acquisition rates.
• The improved ecommerce experience, characterized by accessible and transparent pricing, grew retention and CLTV.
