E-commerce Online Checkout
Vroom
We shipped an MVP checkout at 10:15 PM. The first customer put down a deposit 35 minutes later.
My role: Lead Designer & Researcher
Team: Product managers, product designers, a scrum master, developers (FE, BE, Data), QA team
Timeline: 2019–2020
The Goal
Vroom sold cars only by phone. We set out to build a full online checkout so customers could buy without calling in.
Success metric
Increase the number of customers who complete a car purchase online.
Deliverables
An MVP user flow and a high-fidelity prototype covering every purchase path; trade-in, no trade-in, and all payment types.
Mapping the Vision
I worked with our CPO to define the e-commerce vision, then mapped the high-level user journey and identified every customer touchpoint.
Competitive Analysis and User Flow
I ran a competitive analysis and built a north-star user flow, then revised it with product managers until the team aligned.
Wireframe and Usability Testing
I sketched initial UX concepts, built full wireframes, then ran usability tests to validate the flow.
Design Iterations
We A/B tested two checkout formats: a single long page versus a step-by-step flow. Users preferred going page by page. So we built the full experience around that pattern.
Defying the MVP
We integrated several vendor APIs to support real-world purchase scenarios, then finalized MVP flows for every case: trade-in and non-trade-in purchases, paid by cash, bank financing, or financing through Vroom.
High-Fidelity prototype
Working with the design team, we completed high-fidelity prototypes covering every purchase path, ready to hand off to engineering.
Business Impact
We released the MVP at 10:15 PM on December 8th. The first customer put down a deposit on a car by 10:50 PM, 35 minutes later.
In the first week alone, the new online checkout generated over 50 deposits.
It was Vroom’s first fully online path to purchase — and proof that customers were ready to buy a car without ever talking to a salesperson.