DIRECTV Checkout
Lead UX Designer · Sales Lead
A simpler checkout that helped more people go home with DIRECTV — and stopped them from needing to call for help.
+12%
Checkout Completion
increase after redesign
−4%
Support Calls
reduction post-launch
+25%
Accessibility
WCAG improvement
The checkout worked — but it made potential customers work harder than they should have to. Users were pausing, second-guessing, and calling support just to get through something that should've been straightforward. I redesigned the flow to remove that friction and make the experience feel obvious.
- •Led the redesign end-to-end
- •Turned messy inputs — research, analytics, constraints — into clear decisions
- •Designed wireframes through to high-fidelity flows
- •Tested the experience using Baymard guidelines
- •Kept product, research, and engineering aligned along the way
- •Research ran interviews — I joined and probed where needed
- •Product sets direction and constraints
- •Engineering brought the experience to life
This was about removing hesitation. Checkout isn't where users want to think — it's where they want to feel confident enough to move forward.
Nothing was outright broken — but small points of friction stacked up fast.
Too Much at Once
People were asked to process and decide on too many things in a single view.
Unclear Pricing
Costs weren't always easy to parse, especially with add-ons.
Leaning on Support
When in doubt, users left the flow to ask someone else — or abandoned it completely.
Accessibility Gaps
Some users were blocked entirely, not just slowed down.
A few things became clear pretty quickly.
I sat in on interviews, asked follow-up questions, and paired that with analytics from before and after the redesign. I also pressure-tested the experience using Baymard standards, including a full website audit.
Uncertainty Stops Momentum
If something feels unclear, people don't guess — they pause.
More Choice ≠ Better Experience
Too many options slowed people down instead of helping them.
Accessibility Isn't an Edge Case
It directly affects whether people can complete checkout at all.
Clarity Creates Flow
When steps and pricing made sense, people moved without friction.
Find friction, remove it, repeat.
Find the Friction
Used analytics and interviews to pinpoint where users dropped off or hesitated.
Strip Things Back
Reduced what users saw at each step and made the structure do more of the work.
Validate Decisions
Tested the flow, adjusted, and tested again.
The final experience doesn't try to do more — it just gets out of the way.
The approach was simple: reduce what users see at each step and let the structure do the work.
A Guided, Step-by-Step Flow
Instead of presenting everything at once, the flow now moves with the user.
- •One decision at a time
- •Clear progress so there's no guessing what's next
Pricing That Holds Up at a Glance
Users can understand costs without digging.
- •Clear breakdowns
- •Consistent structure across plans and add-ons
Accessibility That Actually Works
Not just compliant, but usable.
- •Stronger contrast, clearer labels, better navigation
- •Patterns that work across different users and contexts
+12%
Checkout Completion
increase after redesign
−4%
Support Calls
reduction post-launch
+25%
Accessibility
WCAG improvement
Noticeably more positive feedback in research sessions post-launch.
This project reinforced simplicity: when people hesitate, something's unclear.
Fixing that doesn't require adding more — it usually means removing, organizing, and being intentional.
Confusion Causes Drop-Off
People don't push through confusion — they opt out and lose trust.
UX Reduces Real Cost
Good UX reduces real operational cost — like support call volume.
Accessibility Raises the Baseline
Accessibility improvements raise the experience for everyone, not just some.