Checkout in three steps

A card checkout that a third fewer shoppers abandon.

Wireframe of a three step card checkout with an order summary and one red pay button

The problem

Nearly half of shoppers left the card checkout before paying, most of them on the address step.

Client

Pellam Bank

Year

2025

Role

Lead product designer

Team

1 PM, 4 engineers, 1 researcher

Timeline

10 weeks

Discipline

Fintech · Web app

Context and constraints

Pellam is a mid-size online bank with a card and a shop for members. Support was full of tickets that said the same thing: the checkout asks for my address twice.

Fraud needed some address checks, product wanted a shorter funnel, and the team had one quarter and no new payment provider.

Process

I watched 12 people pay for something real and read 400 drop-off sessions. 9 of 12 stalled on the billing address, and nobody read the fee line.

Quarter deadline, payment provider fixed
Fraud rules could not be removed
Support copy had to stay under 120 characters

Before and after comparison of the address step

Decisions

Ask for less, earlier

We cut the billing step to a postcode check. Fraud flags rose 2 percent, so a full address is now asked only for new cards over 5 000 NOK.

Show the fee where the total is

The service fee moved next to the total, in the same size. Complaints about surprise fees stopped within a month.

Payment failed screen with a plain error message and a retry button

Outcome

Drop-off fell from 45 to 30 percent in six weeks, the median time to pay dropped by 52 seconds and address-related tickets halved. These numbers are made up for this demo template.

−34%

checkout drop-off

−52 s

median time to pay

+12 pts

completion rate

Outcome numbers are made up for this demo.

Two phone screens of a step by step patient intake form with a red next button

Health · iOS and web

Next case 02

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