Driving Engagement and Revenue Growth through a Post-Purchase Flow
I initiated and led the redesign of an order confirmation page, which had previously been a static screen showing outdated features and hard-to-scan text. I proposed a dynamic, customized experience that surfaces next steps, up-to-date features, and actionable information based on what users purchased. This strategy-led redesign increased feature adoption by up to 51% and monthly sales by 26%, turning a previously overlooked page into a high-impact engagement and revenue driver.
Project Overview
Challenges
- •Poor Scannability
- •Outdated Features
- •Lack of Guidance
Solutions
- •Enhanced Visual Hierarchy
- •Dynamic Content
- •Up-to-date Features
- •Comprehensive Guidance
Impact
- •Upto 383% Increase in Feature Adoption
- •26% Increase in Monthly Sales of a Tool
- •Upto 51% Increase in Feature Conversion
Workflow
We focused on creating a post-purchase flow that instills confidence, guides users toward their next action, and highlights features we want to drive engagement towards.
User Stories
Audited and prioritized purchase scenarios
Information Architecture
Organized key information by relevance and urgency
Prototyping
Created mid to hi-fidelity prototype iterations
Stakeholder Approvals
Conducted design reviews with relevant product leaders
Developer Handoff
Delivered Figma files and provided guidance till launch
Design Iterations
Iteration 1: Initial draft for improved scannability and feature planning
Iteration 2 - Trying an alternative layout with more details
Iteration 3 - Trying different copy and varying components based on feature category
Final variant for first-time music distribution customers showing next steps and related features
Final variant for users who purchased a subscription plan showing plan info and beginner-friendly resources
Final variant for music publishing customers showing next steps and related guides
Final variant for users who made a non-core product purchase, showing feature upsells and top guides
Impact
The redesigned confirmation page delivered promising results for significant long-term impact:
- 6% increase in users who released music immediately after purchasing a plan subscription
- 39% increase in adoption of a release status tracking feature
- 51% increase in users who completed a conversion step after purchasing music publishing
- 26% increase in the monthly sales of an AI mastering tool featured on the page
- Upto 383% increase in views on guidance articles meant to help artists navigate their career
