Redesign · Ecommerce
Checkout marketing consents redesign
The goal of this project was to increase user sign-ups for marketing communication channels, including the newsletter, SMS, and phone contact.
Research & Analysis
BENCHMARKING
I analyzed how other e-commerce stores presented marketing consents. Many of them used dark patterns, such as pre-selected checkboxes. I wanted to design a solution that focused on transparency and user value instead.
I also noticed that marketing consents were often placed where users focused only on completing their purchase. As a result, many users simply overlooked them.
users problems
Users do not want to share their personal data without getting something in return.
Users are worried about spam and too many marketing messages.
businnes problems
The business wants to increase the number of users who can receive personalized promotions.
Email and SMS are the primary communication channels, and promotional campaigns are run very often.
Giving marketing consent can lead to higher sales.
design challanges
How can we encourage users to give marketing consent without using dark patterns?
How can we encourage users who have given one consent to consider giving additional consents?
How can we optimize the checkout layout without making the purchase process longer or adding an extra step?
Design process
Iterations & Testing
I prepared a few visual concepts with different layouts and illustrations. After testing them, I chose the version that was most consistent with Care Club communication.
Together with the team, we validated the new solution with an A/B test. After only three days, the new version increased SMS consents by 110% and improved results across other communication channels.
Key Changes
New checkout consent section (Step 1)
I separated each marketing consent into its own section to make the choices easier to understand.
I explained the value of each consent, for example exclusive SMS offers, so users understood what they would receive in return.
I added simple icons to help users quickly recognize each communication channel.
I designed a reminder card shown to users who accepted only some of the consents.
The reminder encouraged users to review the remaining consents before completing their purchase.
Results & Conclusions
bussines results
+40% increase in engaged customers
2.5× increase in SMS consents
Better communication quality
conclusion
Transparency and clear communication work better than dark patterns.
Visual elements and separate content blocks help users make decisions.
The reminder on the last checkout step worked well – many users added more consents.
